2007 Spring

Technology

Education

Anniversary

Salon of the Year

Cyberhair The science behind Cyberhair

Transitions of Indiana

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pg. 19

News Makers

Measuring Hair Density

Meet Thomas Dawson, Ph.D.

The Digital Trichometer

Principal Scientist in beauty technology for Procter & Gamble

pg. 10

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The National Hair Journal

VOLUME 11 NO. 41

THE PROFESSIONAL PUBLICATION

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FDA SAYS YES TO LASERCOMB Boca Raton,, FL, 02/07 – Yes, it’s official.

The US Food & Drug Administration (FDA) has announced that the medical laser device, the HairMax LaserComb® has been cleared for the promotion of hair growth. For the FDA submission, Lexington conducted an extensive clinical study in four different locations across the United States. The study concluded that 93% of the participants (ages 3060) using the HairMax LaserComb had an increase in the number of terminal (thick) hairs. The average number of terminal hairs per square centimeter increased by 19 hairs/cm? over a six-month period. During the study, there were no reports of serious adverse events. The number and types of adverse events were similar in both the active and placebo groups.

David Michaels, Managing Director, comments; “We are very excited that we have reached a major milestone in hair care and science. Laser hair therapy is the talk of the hair restoration industry today. Not only were

SATURDAY NIGHT SYSTEM Los Angeles, CA. 02/09 - When you’re a Hollywood icon, you just don’t know where the paparazzi will be pointing their cameras – or where the pictures will end up.

Unfortunately for John Travolta, a telephoto lens caught a close up of his almost natural

hairline and posted it on ImageShack, an Internet image hosting website. Not that there’s anything shabby about his hair, in fact without the magnification, it would look darned good. But hair-management professionals can’t help wishing more stars would come clean and admit that more hair simply makes them look better. Meanwhile, the hero of Grease and Saturday Night Fever is getting ready for his next musical role – he will be playing mother and housewife, Edna Turnblad on the set of “Hairspray.”

Propecia Gold Medalist Park City, UT. 12/06 – Zach Lund had the last laugh when he won his first World Cup skeleton gold medal at the Utah Olympic Village last December. Lund was suspended for one year from bobsled racing after he tested positive last November for Finasteride the active ingredient in Propecia which he was taking for hair loss.

Finasteride is sometimes used to conceal steroids. This over-zealous reaction of the authorities cost Lund his place on the Turin Olympics team, so it was a special pleasure for him to come in first in this comeback event - just 16-hundreths of a second faster than his nearest competitor.

promotion of hair growth in males. Until now, the FDA has only approved two other products, Rogaine and Propecia as solutions to combat hair loss, a condition that affects approximately 55 million men in the U.S. Although Lexington’s first round of clinical trials focused on males with androgenetic alopecia (Norwood IIA to V with Fitzpatrick skin types I to IV), a second study investigating the efficacy of the HairMax LaserComb in females is concluding and will be submitted to the FDA shortly.

the results of this study extremely significant, but with the credibility of the FDA clearance, we are soundly positioned to make a substantial impact in the emerging hair restoration industry.”

The FDA clearance of the HairMax LaserComb opens up a new modality for the

Regis Second Qtr. Revenues Top $657 Million Minneapolis, MN. 01/07 - The global leader in the $150 billion hair care industry, reported that consolidated revenues increased eight percent in the second fiscal quarter of 2007 to a record $657 million, compared to $607 million a year ago.

Second quarter same-store sales increased 0.5 percent, falling within the company’s previously issued guidance range of negative one percent to positive one percent.

Regis Corporation (NYSE:RGS) is the beauty industry’s global leader in salons, hair restoration centers and education. As of September 30, 2006, the company owned or franchised 11,713 worldwide locations; which included 11,570 beauty salons, 88 hair restoration centers and 55 beauty schools operating under concepts such as Supercuts, Jean Louis David, Vidal Sassoon, Regis Salons, MasterCuts, Trade Secret, SmartStyle, Cost Cutters and Hair Club for Men and Women. These and other concepts are located in the US and in ten other countries throughout North America and Europe.

World’s biggest cosmetics company looks overseas for growth L’Oreal SA, the world’s largest cosmetic and personal care company is looking to ayurvedic traditions to help expand into new markets. Growth of beauty products in the US and Europe is slowing, but new economic powerhouses like China and India with their emerging middle class, represent a huge sales potential. L’Oreal CEO, Jean Paul Agon has indicated that his company is looking for a ayurvedic product line to acquire and is prepared to invest heavily to become a major player on the Asian beauty scene. Avurvedic products draw on Hindu medicine and use natural plants and minerals for wellness and beauty.

About Lexington International, LLC Originating in Sydney Australia and now based in Boca Raton Florida, Lexington manufactures and distributes the HairMax LaserComb to more than 80 countries. The LaserComb is based on 20 years of international research and studies on the effects of Low Level Laser use. It was formally cleared by the FDA for the promotion of hair growth in February, 2007. To view FDA’s public record of this clearance visit www.fda.gov/cdrh/pdf6/K060305.pdf.

Pharaoh’s Hair For Sale On Internet France, 01/07 – Egyptian authorities were outraged when fragments of Ramses 11’s hair were offered for sale on the Internet.

SKIN HEALTH SPRING 2007

Xu Spheres Philadelphia, PA. 01/07 – Hair multiplication took a new twist recently when University of Pennsylvania professor, Dr. George Xu announced “hair spheres,” a new type of adult stem cell that can be harvested from human hair follicles. Although embryonic stem cells are the tissue of choice for medical researchers because they multiply and grow faster, ethical and religious concerns have hindered their use. However, stem cells derived from a patient’s own hair follicle may provide new avenues for safe medical intervention in crippling diseases such as Parkinson’s and Alzheimer’s. In a recent interview, Dr Xu observed that, “If we can isolate the adult (hair follicle) stem cells from the same patient, and then manipulate them in a culture medium, and then if we inject them back, since they are from the same patient, they will not cause a rejection.”

Hair loss professionals have been following research by the Aderans Research Institute under the direction of Dr. Washenik and by InterCytex in the United Kingdom, but the focus in these labs has been on creating additional donor hair for hair restoration patients. Professor Xu’s research on the other hand is exploring the use of stem cells from hair follicles for treating auto immune diseases and intractable illnesses. We always knew hair improved the quality of life, now it appears it might save your life too.

Dr Xu went to medical school in China, before earning his Ph.D. at Wake Forrest University and completing his residency at the University of Pennsylvania and a clinical fellowship at Harvard Medical School.

LEO BENJAMIN RECOVERING FROM HORSE RIDING ACCIDENT Starts negotiating with medical staff as soon as he comes out of coma

The remains of Pharaoh Ramses II, who ruled Egypt from 1279 to 1213 B.C., are on display at the Grand Museum in Cairo, Egypt, but in 1976, his body and burial robes were sent to France for analysis and treatment to control a fungus that was threatening their survival. But not all of Ramses remains made it back home.

People like to linger in Paris, but it seems Ramses was not given a choice. A middle-aged Frenchman, the son of the scientist who first treated Ramses, obtained or inherited the “lingering” remains and promptly offered them for sale in the Internet. He won’t be leaving town quickly either; he was locked up in the local jail.

Industry sales guru and long-time consultant to the On Rite Company, Leo Benjamin, was involved in a near-fatal horse riding accident during a fox hunt in Wagener, SC last November. Leo was thrown from his horse while attempting to jump a ravine during the hunt; he broke his neck, his jaw, and suffered head injuries.

Though there were no spinal injuries, Leo was in a coma for nearly a month. In typical Leo fashion, he began arguing with his medical team within days of coming out of the coma and is presently instituting several new sales programs for the hospital as he continues to undergo rehabilitation as an out-patient.

2 The National Hair Journal Spring 2007

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Just say no to mañana marketing - What better way could there be to start a new year than the announcement of new technology? As seen on the front page, the FDA now agrees, the HairMax LaserComb can grow hair. But while technologies like these can lead the way to new client service opportunities, there will always be those who fail to move with the times. I called this “mañana marketing,” because everything is put off until tomorrow.

Mañana marketing people tell us that the hair industry is shrinking. It isn’t. Our recipient of the 2006 Salon of the Year has grown every year it has been in business.

Read the article and you’ll see why. The speed of change today is accelerating so rapidly that people who fail to move with the times won’t simply be left behind, they’ll become irrelevant. My advice to readers is make sure you are in the vanguard of change; read the Journal, go to the seminars, network with everyone and seize the new technologies when they become available.

The Year’s Best – To save you a phone call, the Year’s Best awards were based on feedback from retailers, managers and owners during the last 12 months. They are not scientific or driven by statistics, but they do represent what people like you are telling us. In a people business, marketplace feedback is often the best barometer.

What has the Hair Journal done for you lately? The first year the National Hair Journal was published, a well-known distributor asked, “Why are you doing this to us?” They were concerned that the private world of shared factories, unpredictable hair quality and frequent makegoods would be exposed to the sunshine.

A lot has changed since then. 10 years later, the quality manufacturers are stronger than ever, and the others are, well, let’s just say they are not in our pages any longer. The marketplace is an efficient ecosystem and takes care of its own. Then there are the new products that were born in our pages - HiBraid, New Concepts revolutionary attachment, HairLabs bonding agents. And what about those educators who share their skills in our pages? People like Jeffrey Paul, Jim Toscano, Steve Dimaani and Bobbi Russell. And if you were unable to get to the latest seminar or workshop, wasn’t it great to see photos of old friends in the “Seen and Heard” section? What about the hair Journal as a trade directory? I am always amazed by readers who tell me that they have kept every past copy of the Journal so they can go back and revisit old articles or research a person or product. That’s great news for our advertisers and very rewarding for our editorial staff who put so much effort into producing a high quality publication.

Artistry or Technology? It occurred to me the other day that nearly all the big stories crossing my desk these days have to do with new technologies. Things like hair density measuring devices, computer software updates and laser therapy. But very little about client care. What is happening to customer service? Where are the new styles for the way people live today? I hope in our next issue to be able to include more case histories, more styling tips and more suggestions about how to make the client experience more satisfactory.

And the Lion Shall Lie Down With the Lamb - We whispered about it for years.

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sation at every convention. But when it finally happened few people noticed. For a long time, we have been predicting that the “big dogs” of personal care would one day target the thinning hair market. Now they’re here. As the population got older and the Internet brought hair loss into every home… and boardroom… it was inevitable that we could not fly below the radar forever. In this issue, we print a conversation with a senior executive from Procter and Gamble who outlines the extraordinary resources a company like his can deploy. Significantly, at the time of our interview, P&G had just completed a presentation to over 200 hair transplant doctors on “Cosmeceuticals.” Remember when Paul Mitchell added Minoxidil to its product line? The market wasn’t ready then, but what about today? And what is L’Oreal doing in those Paris labs? Are these developments good or bad for your business? Do the big dogs raise technical standards and sensitize clients to hair loss? Write and share your opinions; we’ll publish as many letters as possible in our next issue.

How many technicians does it take to screw in a diode? - Low level laser light therapy is officially part of the hair-management landscape and if history is anything to go by, we may be in for a few months of turbulence. Expect to see your competitors claim to have an FDAapproved laser of their own; and expect to see some of them in court as they try to defend themselves against infringement of intellectual property laws or, worse, unwarranted hair growth claims that their state Attorney General does not find amusing. How do you share in the benefits of laser therapy without running afoul of the law? Simply follow these guidelines. Firstly, be aware that the FDA clearance applies only to one device, the HairMax LaserComb, not lasers in general. That means only they can make hair growth claims. The rest of the laser industry is restricted to ‘cosmetic’ claims — cosmetic meaning anything to do with the appearance or feel of the hair, not its underlying biology. The second landmine involves patents. Lexington International, the company behind the LaserComb has patented a design featuring bristles that part the hair and allow the laser beams to shine directly on the scalp. Lasers that infringe this intellectual property will find themselves in legal hot water.

However, if you respect these two requirements, you will be able to add an important new therapy to your client treatment program, you will sleep safely at night, your customers will be happy and the sky will always be blue.

People on the move – Kristie, Client Service Manager at the National Hair Society for two years is going back to school. Smart, personable and popular with all Society members, Kristie has decided to take a sabbatical to build additional business skills. She is replaced by Heather, who readers will have a chance to meet at the upcoming Cyberhair and Laser seminars. Heather has a background in design and printing and is already a huge asset to the company. If you meet her in the hotel lobby at a conference, she is also an accomplished classical pianist.

Chris Webb

Editor in Chief Christopher L. Webb

3 The National Hair Journal Spring 2007

NHJ ANNUAL AWARDS 2007 Salon of the Year Transitions of Indianapolis High on the 9th floor of The Pyramids sits a one-ofa-kind hair-management complex. We had to think hard about the best way to describe this facility that combines hair replacement, laser light therapy and cosmetic surgery. Transitions occupies an entire floor of this architectural landmark and hired special interior designers and lighting experts to create a unique environment for its clients. The result is a full-service hair center that is as handsome as it is practical. Stand in the consultation rooms with its floorto-ceiling windows and look out over the Indianapolis skyline and you’d thing you were the guest of a business mogul. Join one of the owners in their hi-tech offices and, as the oversize flat screen displays flash the comings and goings of their clients, you’d think you were in the heart of the New York Stock Exchange.

There is no detail too small to have escaped the scrutiny of Transitions of Indianapolis. Learn more in the Hair Journal’s “Salon of the Year” feature article – or if you are passing through Indiana, go see for yourself. We’re jealous of your sophisticated décor Transitions!

★★★★★ Power Player of the Year Lance Centofanti Who could challenge the energy and drive of “The Virtually single-handedly Lance Energizer?”

Centofanti has taken one of the smaller hair replacement companies and moved onto center stage.

And it’s not all smoke and mirrors; this is a business on the move.

American Hairline’s Virtual Reality group is the fastest growing retail group in the men’s hair replacement market and certainly one of the most imaginative. What does it take to build a group like this? A six day a week work schedule and about 200,000 flying miles. Congratulations Lance, keep pouring it on!

★★★★★ Best Online OrderingSystemwww.OnRiteDirect.com Established in 1975, On Rite has become one of the largest distributors of men’s hair replacement products and services in the world. Founder and President, Andy Wright, has dedicated his professional life to the advancement of the hair replacement industry and believes new technologies are vital to its growth. His company has made a serious commitment to online marketing and has recently streamlined its retail ordering utility. The investment is clearly paying off. Our research with users

Humanitarian AwardMane Image, Merrillville, IN Owner, Leslie Robinson, makes a point of giving back. Her company, Mane Image has been involved in the hair replacement industry since 1987 and provides hair loss solutions for the most sensitive situations including, male & female genetic hair loss, alopecia, birth defects, burns resulting in permanent loss of hair, chemotherapy, radiation, physical trauma(accidents resulting in extensive scar tissue), lupus, thyroid, tricotillamania (hair pulling), gastric bypass/lap band (hair loss from rapid excessive weight loss), vitamin deficiencies and all skin conditions of the scalp (severe eczema, psoriasis, puritis (itchiness) dandruff, seborrheic dermatitis). Like everyone else, Leslie likes to help people look their best for their friends and for work, but most of all she feels privileged to be able to help people with special needs retain their dignity and keep their lives together. “Hair frames our face and helps us tell the world who we are” says Leslie, “I am proud that people let me be a part of that.”

★★★★★ Best Product HairMax LaserComb It took vision, tenacity, science… and more than a few dollars… to navigate the LaserComb from its birthplace in Australia to the gates of the Federal Drug Administration (FDA). These efforts bore fruit in February when the FDA approved the LaserComb as a medical device that safely grows hair.

A small marketing team in Boca Raton has set the pace for an e n t i r e i n d u s t r y.

More than a few businesses will owe a significant part of their future income to the people at Lexington International who burnt the midnight oil. Say Thank-You to the folk behind the HairMax LaserComb.

★★★★★ Best Business TechnologyKORVUE® Hair Replacement This salon management software has really progressed in the last year! Already an impressive application back when it was called “NXT,” KORVUE today can help you in just about every part of your business. What really sets it apart is the fact that it was created by a team with hand-on experience actually running a hair replacement business. So when you buy KORVUE, you are buying real, practical solutions to the kinds of problems you face everyday. KORVUE executes procedures automatically for owners and managers, like sending Thank-You letters and emails, issuing referral gift cards or bonuses, and more. Most importantly, KORVUE has extended features that help a hair replacement business retain their existing clients. And in today’s marketplace, retaining a client can be more important than obtaining a new one.

The program is so sensitive to your needs, it now exists in several different versions; Hair Replacement, Salon & Spa, Tanning Center and Cosmedic, which covers cosmetic surgery - and shortly KORVUE Laser Therapy. For truly understanding the way we work and providing solutions to new needs as they arise, the Technology Award goes to KORVUE.

★★★★★ Best Retail Websitewww.iwanthair.com

revealed occasional issues completing orders, but users and technology specialists agreed OnRiteDirect.com is the best the industry has to offer and it remains a pioneer in customer service.

Andy Wright comments, “We have always strived for efficiency and 24 hr. responsiveness to our customers’ needs. This ranking acknowledges the hard work of our dedicated staff who always puts the On Rite client first.” So, say goodbye to old-fashioned paper orders and take advantage of the modern interface OnRite has built into the “Professionals Only” section of its website. Way to go OnRiteDirect.com.

This is a “seeing is believing” website. The graphics are clean and crisp. Navigation is easy and the underlying code ensures quick, seamless transitions from page to page. A member of the public looking for factual information in a dignified layout would have to search long and hard to find a website on a par with IwantHair.com. For resisting the temptation to load their website with garish content and for keeping things clean and simple, our retail website award goes to IwantHair.com.

4 The National Hair Journal Spring 2007

THERE’S A SERIOUS HEAD ON THESE SHOULDERS Meet Thomas Dawson Ph.D., Principal Scientist in Beauty Technology for the Procter & Gamble Company When James Gamble and William Procter started out in 1837 to sell soap and candles; little did they know that they had laid the foundations for a company, still bearing their names, that would grow into the largest consumer goods product company in the world. Soap is still an integral part of the company, but today P&G is a global leader in the development, manufacture and marketing of some the world’s most easily recognized household brands including Head and Shoulders®, Pampers®, Tide®, Pantene®, Dawn® Crest®, Olay®, Wella®, Gillette® and Braun®.

James Gamble William Procter Headquartered in Cincinnati, Ohio, the P&G community today consists of over 135,000 employees working in over 80 countries worldwide, providing products and services to consumers in 140 countries. P&G’s innovative research and development is the foundation on which its empire has been built, spending more than $2 billion in 2005/2006 in this area. P&G hires from the leading scientists and researchers in the country in order to develop new products and technologies.

The National Hair Journal met recently with Thomas Dawson Ph.D., Principal Scientist in Beauty Technology for The Procter & Gamble Company, his research has focused on the scalp, hair follicle, and dandruff biology. After joining P&G in 1998, Dr. Dawson conducted multiple clinical research studies on the identification of novel anti-dandruff targets through investigation of the cause and mechanism of human dandruff. Dr. Dawson was recognized for his clinical, scientific and community work in the field of Beauty Technology by winning the P&G “Recognition Shares” Award for exceptional merit in 2001, and the P&G “John Smale” award as P&G’s top technologist for 2002. Dr. Dawson was also appointed to the faculty of Miami University (Ohio) Department of Botany as an Adjunct Assistant Professor in 2004.

Prior to joining P&G, Dr. Dawson was a Clinical Medical Genetics Fellow in the Pediatrics Department of the Duke University Medical Center. There he studied human metabolic disease, the identification of genes causing human disease, and collaborated in the identification and development of a novel drug to treat Type 2 glycogen storage disease. Dr. Dawson earned a Bachelor’s degree in Chemistry from West Virginia University in 1986 and a Ph.D. in Pharmacology from the University of North Carolina in 1994. Immediately following, Dr. Dawson held a four-year fellowship in human molecular and biochemical genetics at Duke University Medical Center.

NHJ: Dr. Dawson, you are one of the top hair-care researchers in the country, but most hair loss professionals have never heard of you until now. Tell us about yourself and what goes on behind the scenes to give stylists and cosmetic surgeons the advanced products their clients need.

TD: My name is Tom Dawson and I work for the Procter & Gamble Company. My area of expertise and my current research is on human hair and the scalp. I’m from a varied scientific background, and the projects that I work on involve cosmetic treatments for the hair and scalp, more especially the applications of new tools. At P&G we try to stay at the forefront of technology development, in our labs we continually apply the newest and latest technologies to the oldest of problems.

NHJ: How did you come to work for P&G? TD: It’s actually an interesting story. I’d been working at a post-doctoral fellowship and, as you know, those positions have a certain half-life, and so I was browsing on the web looking for jobs fitting my qualifications. Really late one night, I received an email, and it was from Procter & Gamble. They were looking for someone specifically involved in the skin biology research field. Now, I had done liver transplantation, I’d done biophysics, bioenergetics, I had done cancer biology. But, I had never done anything with human skin. I figured it was worth a shot and I was hired into the job because they were looking for somebody with my breadth of experience rather than expertise in only one particular research field.

NHJ: How long have you been with the company now?

TD: I am having my eighth anniversary with P&G next week.

NHJ: What do you do on a day-to-day basis at P&G? TD: Over the last eight years, in fact since I started working for P&G, I’ve worked in the lab daily doing chemical and biological experiments. Primarily I work with data. I’m no longer the person who collects the data. I supervise a team with ten members, three with Ph.D.s. We do research into the quality of hair; hair biology, and skin and scalp biology in particular. On any given day I’ll be trying to interpret that kind of data. It’s my job to figure out what it means to us. Then I try to deconvolute the findings in a way that makes sense for product development and communicate this up the line to my management so they can make the right decisions about where we should go.

NHJ: Our “HairLossNewsmaker” listeners are most familiar with P&G’s “Head and Shoulders” line,

Thomas Dawson Ph.D. and I believe your team proposed several important changes to the product now on the shelves.

TD: That’s right. This project also demonstrates the timeline for research in the industry because this was the first project I worked on when I joined Procter & Gamble - and that was eight years ago!

Some of the earliest work we did is now incorporated in the most recent upgrades to Head and Shoulders. Shampoos and conditioners are much more complex than most people appreciate. It takes years of work on something as simple as how to make a product stable. For instance, pull a bottle of Head and Shoulders out from underneath your sink today, for instance, and it could have been there for two years, but it’s still going to be the same color, it will have the same smell, and it will have the all the same properties. That’s all an enormous undertaking!

NHJ: Is it true Head and Shoulders has now been on the market for 46 years?

TD: I think around 1960 was the initiation of Head and Shoulders - so that would make it 46 years old this year. Head and Shoulders started with a single technology, pyrithione zinc; a very effective anti-dandruff treatment. Our scientific advisors knew this material was really good but felt should also look at new things and open up new pathways. The biotechnology field was just starting to take off about then - and that’s what I was brought in to do - to try and understand dandruff, what causes dandruff, and try to define new potential ways to be able to treat dandruff.

NHJ: In simplistic terms, what is dandruff?

TD: That’s actually a good question, and there’s a good answer. People come to me and say there are two separate and different problems that they have on their scalp. Some have dandruff and others have a dry scalp. These are both separate conditions. Most people think that they have a dry scalp because they have some of these white dead skin flakes that see on a dark suit. Or some itchiness and a scalp that just feels dry. However, dandruff is the opposite of dry skin. If you think about the little white flakes that you see in the wintertime on the back of your hand, or the flakes women complain they get on their lower legs, that’s true dry skin. What’s happening there is a lack of moisturization and it gets worse as you get older because some of the enzymes that result in the normal turnover of skin are not as active, so the pieces are falling off and since they’re bigger, you can see them. This dry skin, consisting of perhaps 10 or 20 cells clumped together, makes that white, dusty dry skin that is visible. Dandruff is really different because it’s almost the opposite of that. Dandruff is involved with sebum. There’s a microorganism that lives on human skin and finds that niche on your scalp to be just the right home. It causes cells to clump up and be stuck together with the sebaceous grease.

Those are the lipids that are normally excreted. You end up with much larger white chunks of 100 to 150 cells. So dandruff flakes are bigger and greasy and it’s really sort of the opposite of dry skin.

NHJ: Does it have any relationship to “cradle cap” that you see in babies?

TD: Can’t say that there’s a solid scientific answer about that yet, but one of the prime causal events in dandruff results from the metabolism of a fungus. It’s called malassezia, and that’s a fungus that grows on everybody’s scalp. I’ve got it, you’ve got it, everybody has this microorganism on their scalp. It lives very happily there. It consumes lipids which are the oils in your hair, and it’s those oils secreted from your scalp which are its food.

Everybody has the fungus and everybody getspopulated with malassezia shortly after birth. There is a hypothesis out there that cradle cap may represent an initial colonization of the scalp with malassezia, since it happens around that time.

There just hasn’t been a definitive study done yet and that’s not the kind of thing that we do at P&G. However, I know there’s a lot of interest in this field, so maybe we’ll have an answer to that sometime soon.

NHJ: How is dandruff treated and will it ever go away?

TD: Dandruff is primarily treated today with antifungal shampoos acting against the end result of the metabolism of this fungus which causes dandruff.

There are two groups of people out there in terms of dandruff: people that suffer from it - and people that don’t. It’s that simple. One of the things that we really went into in depth initially when I first joined P&G – and something I thought would be a great new idea - involved the nine different species of this malassezia fungus and how different people host different species. I was sure that I would figure out a way to tell which species was which, identify it on people’s scalps, and discover that there was one species of malassezia which was toxic and one which was not. And I was just plain wrong. It turns out that there’s a susceptibility that individuals have – as to whether or not you’re going to get dandruff. So if your skin is susceptible – if you’re sensitive to that biological end product of the fungus - then you have the ability to get it. Removal of the fungus removes the byproduct and treats the dandruff. Therefore the best way to treat dandruff is with antifungal treatment. People who get dandruff are always going to be susceptible to dandruff, because it’s part of their

5 The National Hair Journal Spring 2007 makeup. It’s the way their skin is; it just happens to be sensitive to that byproduct from the fungus. do something right, take the time to know and understand what the product is and how it works. For NHJ: Are all dandruff shampoos the same? example, in the Pantene line, there are many different types of Pantene. If you look at the bottle, TD: No, they’re not. There are a lot of different ways to treat dandruff. Anti-dandruff shampoos there’s “Smooth and Sleek,” there’s “Hydrating Curls,” there’s “Sheer Volume.” These products are differ by how potent the material is as an antifungal agent, how much it takes to kill the bug and how all very different. They provide different benefits. A lot of people don’t appreciate this fact. P&G’s well that material is delivered to the scalp, 7and how much of it stays on the scalp. And also very sigbusiness motto is that we market our products to people who care enough to decide what they like, nificantly by what, in the medical field, we call “patient compliance,” but in the cosmetic field, is simand buy it again. It was delineated by the President of our company, A. G. Lafley, when he took over; ply how much people like the product. Since it’s a commensal fungus, meaning it’s there and it grows he said there are two different times people make decisions about products. One of them is in the on you all the time, you can never really be rid of it. You must consupermarket. That decision is made based on the package, the tinue to use a product that will treat this problem. So if it’s a cossmell, the advertising, what they’ve heard from their friends. But metically unacceptable shampoo, then it won’t work, because peothere’s also a second decision that’s made and that’s after you’ve ple simply won’t use it. used it for a while and you decide whether or not to buy the prodNHJ: Isn’t antidandruff shampoo too harsh to use every day? uct again. The Procter & Gamble products are designed for peoTD: That’s a good question because it’s a old leftover question, ple that are going to buy it again and again because they like it.

NHJ: You were describing the variations and types of hair care and it’s part of the heritage of Head and Shoulders as a 46-yearproducts. Are there too many choices today? old brand. Technology has advanced, especially in the last five to TD: We divide consumers up a lot of different ways. One of the ten years and we’ve made a lot of progress changing shampoos to things that P&G is really good at is understanding people and peomake them acceptable to everybody. We had to be sensitive to the ple’s needs. It’s a real strength of our company. We talk to peocosmetic features of the shampoo and yet still achieve the antiple all the time to find out what they are looking for in a particudandruff benefit. As a matter of fact, we just completed a clinical lar product, whether it’s a shampoo or a dish soap or a laundry study where we compared Head and Shoulders to the best cosdetergent. We base our products on their needs. I think, you metic shampoos that are available today and showed that Head and know, you can look at the label, but there’s really not a lot of inforShoulders has very similar cosmetic characteristics to even the mation on the label and people are very good at camouflaging most cosmetically designed shampoos that don’t provide an antiwhat’s in and what’s not in, and there are a lot of tricks and trades dandruff benefit. in the business about what you name certain materials and what NHJ: I’ve heard that the active ingredient in dandruff shampoos, order you put them in. And I think it goes back to the analogy of zinc, can in fact help people with thinning hair. Are there any cooking we use a lot that says, you know, you can look at two studies on this? products and the ingredient labels are identical. And there’s just TD: There are several studies in this area. In 2002, at P&G we one of them, it’s been put together the right way and one of them published a paper where we were looking at one percent pyrithione has not. And the way to be able to know the difference is to try zinc and male pattern hair loss and androgenic alopecia. At the them. time, one of the hypothesis for male pattern hair loss was that NHJ: What advice would you give to somebody who wants to inflammation accelerated the loss of hair because when you have a safe hair care regiment? How many times a week should looked at the hair follicle, you could see that in the balding area – they shampoo their hair for example? Should they shampoo once, in what we call the transitional zone between where the hair loss rinse and shampoo again? Do they apply the conditioner once or was and where the normal hair was – there was frequently a lot of Procter & Gamble Corporate Headquarters twice? inflammation. And it made sense that if you could prevent that TD: It is a complicated question because the average person realinflammation, you might slow down the rate of hair fall. When we Cincinnati, OH ly doesn’t exist. One thing I can comment on, because we actualtested the Head and Shoulders one percent pyrithione zinc in that ly did a lot of work on it, was understanding how well the Head and Shoulders shampoo works and environment, it did actually slow the fall of men’s hair, but it wasn’t by a tremendous amount. But the treatment regiments that optimized the use. This was relatively easy to measure because we know there was an effect. Several other people have shown since then that other anti-microbial actives that how to measure deposition of the active ingredient, ZPT, on the scalp. So we were able to look at it can affect the malassezia fungus and may also prevent hair loss in the same way. Just recently, foland determine that if you wash your hair twice, you deposit not quite twice as much, but a lot more lowing a talk at a medical conference, one of the doctors asked me if we had looked at Head and of the active material. If you leave it on for a while, you deposit a little bit more, but it’s not as effecShoulders potential as a 5-alpha reductase inhibitor. Now I can’t say that I know anything about that, tive as using it twice. And we had an interesting learning curve that showed that if you take the shambut he felt like there was probably some effect there, something that would be worth a further look.

NHJ: Is it OK to use zinc-based shampoo even if you don’t have dandruff? poo, wash with it, and then use a cosmetic conditioner, you essentially washed away the active ingreTD: As a matter of fact, it’s particularly safe. It’s designed to be an everyday shampoo to use any dients. For many years, until recently, Head and Shoulders didn’t have a specific conditioner that went time. with the shampoo. So people like me who have bushy hair, used separate a cosmetic conditioner and this undid the good work of the shampoo. So we designed, implemented and now have on the marNHJ: We’ve heard that many physicians use it daily themselves and actually encourage their patients ket a new conditioner that contains the zinc pyrithione active. Again, that’s s product specifically to use it, either pre- or post-hair-transplant surgery because they’ve seen beneficial effects. designed from consumer feedback. People needed more conditioning, used cosmetic conditioners TD: I’ve had several people tell me that at the medical conference. after they used the Head and Shoulders and were seeing a reduction in efficacy. It just wasn’t workNHJ: Will Procter & Gamble, be bringing out any kind of topical zinc ointment or cream targeted at ing as well. So we came out with a new product to couple with that so that now you can answer the the hair loss population? needs of both of those consumers.

TD: That’s beyond my area. When you talk about new product introductions and all that stuff, that’s on the business side. If Procter & Gamble decided to go down that road, I would be the person who NHJ: What about those shampoos that incorporate a conditioner? would work on designing the product, but, you know, that’s a business decision and it’s the kind of TD: We have studies that show that it is slightly superior to using the shampoo alone. It goes back to thing I’m just not involved in, so I can’t really comment on it. that deposition issue again.

NHJ: What are you working on now? Are there any new projects you can tell us about?

NHJ: So the ideal thing for the average Head and Shoulders user would be to wash your hair once, leave it on for a minute or so, wash your hair again with the same product and then apply the Head and TD: Procter & Gamble is fundamentally committed to understanding the biology of human hair and Shoulders conditioner and leave it for a bit before rinsing? skin. That’s what we do. Our cosmetic products span the gamut. You have skin care products, such as Olay. You have therapeutic shampoos like Head and Shoulders. You have purely cosmetic shamTD: I think that would be the best regimen. It’s actually what we recommend on the bottles, but again, poos like Pantene and Herbal Essence. That’s an important business for the Procter & Gamble it’s going to be about what you need and what you want and where you want to go with it.

Company. Our president, A. G. Lafley, has made it very clear that what drives our business is makNHJ: And if you need to get to work on time. ing good products that work. And in order to make products that work, we have to innovate our underTD: Yes, that would be correct. standing, we have to understand the system so that we can design new ways to be able to attack the NHJ: I’d like to dispel a couple of myths. A lot of people apply a lot of shampoo because they think problems. All the time, there’s new technology, new techniques. That’s the way science is. We always more bubbles means more clean. True/not true?

TD: You know, that’s an interesting one. You reach a point of diminishing return, but you do need to learn something is different to what we thought or something was more or less complicated than we use enough of the product. I quickly learned after I started working for Procter & Gamble that we realthought. And that’s what I do - I try to understand what makes human skin and hair good so that we ly have quite a lot of hair. When you think about two or three hundred hairs per square centimeter, and can try to design products that will push towards the good skin and hair. they are only about 80 to 100 nanometers in diameter, and you just start doing the math on what the surNHJ: Your lecture today was on “cosmeceuticals”. Can you explain what cosmeceutical means?

TD: I’ll give the same answer that I gave at my presentation, I’ve had so many peoface area of your hair is, it’s really a lot! I think – we actually did this in one of our ple ask me that same question that I went to the Webster’s website last night, and tests– we sometimes do things to try to come up with numbers that make sense to looked it up. It is describes a cosmeceutical as “a blending of a cosmetic and a everybody is to say that the square footage of the surface area of your hair is around pharmaceutical.” The way I interpret that, for the work that I do with Procter & the size of the average kitchen in the United States. So you do need to use enough Gamble, is that it’s a cosmetic that actually does something. There are a lot of of a product to be able to cover that surface area. products that are superficially designed and are sold with claims that say that they NHJ: What about temperature? Hotter doesn’t mean cleaner either, does it? do certain things and people use them and they don’t turn out to be as good as they TD: No, it doesn’t. I don’t know of any scientific tests that clearly delineate it, but thought. Well, to me something becomes a cosmeceutical when it actually works. hot water does actually lift up the cuticle on hair so people claim that if you apply A legitimate cosmeceutical is painstakingly designed. There’s a tremendous your conditioners and shampoos with hot water, you sort of open up the hair and amount of effort put into identifying the right material, putting it in the right matrix swell it in the heat. And then if you rinse with cool water, you now have trapped so that it is delivered to the area that it needs to go to and be able to perform what more of the goodies from the shampoo or the conditioner and that gives your hair it needs to do. A lot of the parameters that are involved in pharmaceutical design a better feel. As a scientist, I can’t put my neck out on that one, but I hear about it are also important for cosmetic products - material identification, product design, a lot and it does make theoretical sense.

NHJ: What about how you apply the shampoo? Is your hair at risk when it’s wet? delivery of the material to the right spot, having the material be able to function Is it more fragile or is it more elastic and more resilient? there. Even if it’s silicon being deposited onto the hair shaft, if the particle size is TD: Hair is much more susceptible to damage when it’s wet, so it’s always better right, if the charge distribution is right, if the length of the polymer is right, then to be gentle with it when it’s wet. That’s one of the reasons why so much damage you have the ability to deliver a benefit. When I use the word cosmeceutical, what occurs to hair in combing and blow drying.

I mean is cosmetics which have the science behind them to make work in a way NHJ: We began our conversation talking about the importance of hair to people that people notice.

NHJ: We’ve been talking primarily about shampoo. What about conditioners. you’ve doubtless seen research which shows how fundamental hair is to a woman’s TD: That’s big business for Procter & Gamble. Conditioners are the strength of self-esteem, her feeling of self-worth and sometimes even her professional success. our Pantene brands. There is a lot of work being done by the enormous team of Some of those studies were conducted at Yale University. Can you summarize those technologists at Procter & Gamble, of which I’m only a cog. There are many peofor us?

TD: I can do my best. I know there’s a lot of information out there and I’ve read ple at P&G involved in chemistry, polymer chemistry, the science of hydrophobicextensively. Some of it is internal and some of it is external. One of the things that ity and emulsions and silicones, who do the kinds of things I’ve talked about today.

NHJ: The general public thinks they put conditioner on their hair, it makes it soft amazed me as I started working on hair and got closer to the business and to the cosand that’s the end of it. But it’s not as simple as that is it? metics of hair, is that hair really is a major delineating factor for how we feel about TD: I think very few people appreciate the complexity of something like a shamourselves. And the data that I’m most familiar with discusses something as subtle poo or a conditioner because it’s a very, very difficult chemical problem. There are as the effect of a bad hair day. This is not anything like hair loss disorders or a dissurfactants, silicones and a lot of agents that need to be able to deposit on the hair ease, but just that day you have the frizz or bed-head, one of those cosmetic events in just the right amount. If you put on too much, it doesn’t feel right; if you don’t nobody wants. When these days happen there is a very significant reduction in peoget enough, it doesn’t feel right. And then it’s got to be stable enough to be able to ple’s self-esteem, which is a really important characteristic and ends up feeding off sit in the corner of your shower where it’s hot and wet part of the time and cold part of the time. into a lot of our daily lives in terms of energy level and desire to interact with others. That was just a surThere’s considerable science involved. The materials don’t interact with each other well and you have prise to me.

NHJ: There was a study done in Europe that indicated that men who were losing their hair would rather to calculate the effect of dilution when they’re put on wet hair and again later when the hair is rinsed give up sex than lose their hair. Clearly hair is fundamental to the way people feel about themselves and under the showerhead. The physics of those interactions is really complex.

NHJ: When people are told that they should choose wisely when they’re taking care of their hair and the way they interact with the world. You work in a fascinating field. Thank you for sharing your insights buy only quality products. What is a good product? Shoppers are likely to find over 20 feet of coland knowledge with us.

TD: When I started to work at P&G, and found out I was going to be working on hair and dandruff. I realored bottles, how would they know what is a good product?

TD: A good product is the one that you like, because with these kinds of things, there are many difly didn’t know what to expect. My eyes have been opened. It’s been an amazing scientific opportunity — ferences. Everybody’s hair and skin is different. What I’d primarily say is that if you really want to I’ve learned so much and there are so many good people. It really has turned out to be something neat. NHJ

6 The National Hair Journal Spring 2007

Fashion Forward Hair Replacement Giving your female clients the celebrity treatment

hair serves as ‘anchor points’ to attach the extensions to. Endless volume can be created simply by adding more hair.

By Mark Pedersen

For some female hair replacement clients, the benefits of hair extensions can surpass those of other replacement options. Many women do not want something as drastic as a wig, while others may not want to hassle with applying topical solutions or hair fibers. Hair extensions are a more permanent and discreet way to add volume to hair. thin Besides their user-friendly appeal, extensions also allow for varihair ous styling options because they are treated like natural hair.

And, with so many colors and textures to choose from, extensions an provide endless number of creative styles such as adding highlights, lowlights and various textures to add dimension.

Initially, clients with thin hair may have reser vations about certain hair replacement options such as wigs, hair pieces, topical cosmetic fibers and hair regrowth solutions. Will people be able to tell? Do they really work? In addition to their skepticism, some female consumers may be embarrassed using about some of these products to battle their hair loss challenges simply because they associate them with balding, rather than with their naturally thinning hair.

The majority of will women begin to experience some form of hair loss by age 50...which, by the way is the new 30. Thankfully, for the skeptics, there is an alternative treatment for adding volume to thin hair. It is semi-permanent, visually undetectable, and works every time. It is also the hottest thing among Hollywood celebrities, quelling any negative perceptions. The solution? Hair extensions!

Women experience thinning hair due to a number of reasons such as menopause, stress or genetics. However, in our

One company, SO.CAP.USA Hair Extensions, a pioneer in the hair replacement industry, has developed several advanced techniques for hair replacement applications. SO.CAP.USA extensions for hair replacement are similar, yet generally smaller than those used for superficial applications. Generally known as mini or micrographs, these smaller exten-

increasingly image-conscious culture, this does not change their desire to look fabulous! Fortunately for these women, most cases of thinning hair are different than traditional male pattern baldness.

Naturally thin hair for women is usually consistent throughout the entire head, rather than concentrated in certain areas.

This provides an ideal condition for attaching hair extensions, as the existing

sions provide the benefits of adding volume without the worry of visibility, which is crucial for clients who have thin hair.

Most quality hair extension companies offer human hair that is pre-bonded with adhesive already applied to the tip, simplifying the application process for the hair extensionist. A few professional hair extension companies, including SO.CAP.USA Hair Extensions have taken

7 The National Hair Journal Spring 2007

the pre-bonded tip one step further by formulating 100% Keratin tips, which is the made of the same protein as our own natural hair. This ensures a strong, healthy and long lasting bond, which is molecularly the same as our own hair. When properly cared for, hair extensions can last up to six months or more. Removing the extension is as simple as applying a specially formulated solvent which quickly and safely dissolves the bond, causing virtually no damage to the hair.

One unique technology, which is especially beneficial in hair replacement applications is Cold Fusion bonding. This unique bonding method, currently offered only by SO.CAP.USA, uses ultrasound waves rather than heat to bond hair extensions to your client’s naturally thin hair.

This technology allows the hair replacement technician to attach extensions closer to the client’s scalp, which reduces visibility. Heat free bonding is also the preferred method when attaching extensions to fine, thin or chemically processed hair.

Give your female clients the celebrity treatment and suggest hair extensions as a viable alternative to more drastic solutions. Not only will they be excited about their new makeover options, they will come back to you time and time again.

Mark Pedersen is a Marketing Director for Marketing Solutions of Fairfax, VA 703359-6000, www.MktgSols.com. SO.CAP. USA Hair Extensions is one of the largest professional hair extension companies in the world. For more information on SO.CAP. USA Hair Extensions or to find a hair extension regional distribution and education center near you, call 877-8554247 or visit www.SoCapUSA.com.

Paralyzed by Fear

By Mark Deo Are You Waiting... for someone to lead and inspire you? for the boss to recognize you? for clients to thank you? for coworkers to help you? for prospects to find you? for the world to hail you?

Well here’s a news flash.... They are all just sitting there waiting for you.

Someone recently asked me, what I felt was the biggest challenge for marketers today?

My answer was complacency. Webster’s dictionary defines complacency as contentment and self satisfaction. You might say, “Hey hold on there Deo! Isn’t that what we are striving for as entrepreneurs and small business owners? Shouldn’t it be our ultimate goal to be content and satisfied with our business, finances, family and life?”

I say, NO When we become content and satisfied, we no longer have any motivation to get better. We drop our guard. We become OK with achieving the minimum. Unfortunately in today’s competitive environment achieving the “minimum” in the short term may just not be good enough to “survive” in the long term. This can be very dangerous in the fast paced, high risk, volatile economy of the 21st century. You may be thinking, “that sounds a little scary, Mark.”

It is Many people today are saying that fear is bad.

I agree that too much fear can be debilitating, just as a complete lack of satisfaction can create disappointment and disillusionment.

There are no absolutes. But if we completely eliminate fear from our lives, we lose some of our most base instincts. Think about when you first started your business or your first day on the job. Weren’t you a bit apprehensive? Didn’t you have some fear? You probably found yourself asking questions like, what if this doesn’t work? What will I do if I fail?

What if my coworkers or clients don’t like me? Can I really compete? Do I really have the skills necessary to succeed at this?

I think you would agree that this is the GOOD kind of fear. The fear that drives us to greater levels of performance. Fear that motivates us.

It’s the kind of fear that makes us have more apprehension for things staying the way they are rather than bringing about change.

What does this have to do with marketing, you might ask. Successful marketing must allow us to significantly differentiate ourselves from our competition. We need to look different, sound different and be different. We need to go beyond the expectations of our clients and prospects. We must be willing to always be a bit uncomfortable with the way things ARE if we want to change. We can not be content with waiting for change. We can not be satisfied with the most comfortable option.

Here are some very specific things that you can do to make fear the friend that you consistently court, rather than the foe that you chronically avoid: 1. When things look bleak don’t deny reality, accept it and begin to develop some options.

Write them down and take action to change things rather than waiting for them to get better.

2. Don’t allow yourself to be forced into change. Make the decision to bring about change BEFORE you are swept-up in the maelstrom.

3. Find someone that you can mentor. Taking this leadership role with even just one person will allow you to see the power of fear and change in another person. In the end, this will make it much easier for you to cope with fear and embrace change.

4. Look for situations where others are positively dealing with fear and change. Give them the recognition they deserve for coping with their changing environment. This will reinforce your own values.

5. Change the way you celebrate achievements. Typically, we set goals, we work hard at achieving them, we reach them and we celebrate. We are content and satisfied with a job well done. Hopefully when the party’s over we set new goals and the cycle starts all over again. But shouldn’t we be setting new goals BEFORE we pop the cork on the Champaign?

6. Be an evangelist for your company, product or service. Ask yourself, how YOU change people’s lives for the better. Focus on this.

NOT features and benefits.

7. Be a catalyst for change with everyone that you meet. Look for ways that you can help them to cope with the fear and change in their lives.

8. Don’t try to eliminate all stress in your life.

Like my old boss, Sue Schneider used to say, “Stress is good, DISTRESS is bad.” If we try to completely eliminate stress and fear in our lives we will be sadly disappointed. On the other hand if we find ways of coping with stress and fear, we will amass for ourselves resources of great value.

9. Be the first. Decide from this day forward that YOU will be the first to initiate change in your organization and even at home. You will lead and inspire. You will give compliments and provide recognition. You will thank your clients and vendors. You will lend a hand to help fellow workers. You will seek prospects whose businesses and lives can be improved by your company, product or service.

I hope this helps you to begin see fear as a friend and change as the precursor to growth.

Mark Deo – has been a contributing editor to the National Hair Journal for over five years.

He describes himself as a “business transformation specialist” and is a seasoned business coach who leads a team of experts that focus on achieving your marketing, management, financial, productivity, and technical goals.

In 2003, Mark co-hosted the live radio show “The National Hair Hour” on the West Coast with Chris Webb. He continues to anchor the weekly CBS radio talk-show, “The Small Business Hour” which can be heard every Saturday at 3pm PST on 97.1FM in Los Angeles and on the Internet at www.smallbusinesshour.com.

Speaking In One Language: Your (Prospective) Client’s

8 The National Hair Journal Spring 2007

Steven DiManni

In today’s world, whenever we get an automated message when we dial a business, it seems we always hear, “to continue in English, press one.” Or similarly, we hear in Spanish to press another number to hear the message in that language.

Obviously, you cannot communicate effectively if you’re not literally speaking in that particular person’s language. But when we speak of language in the figurative sense, instead of just the literal, the same applies.

For example, a studio owner would never speak to a prospective client in the language of the trade. You wouldn’t be talking about weft lines, or perimeter lace, or 3/4 cap construction; the man or woman who you’d be speaking to wouldn’t know what you were talking about.

Oh sure, they could understand the words. But they couldn’t relate to them. That industry jargon just isn’t relevant to people who don’t work in the hair replacement business.

The fact is that we’re selling the dream of more hair. In the advertising business it’s known as ‘selling the sizzle and not the steak.’ In other words, tempting people with the ultimate appeal of the product, rather than its reality, Of course, there’s not a person reading this right now who’s isn’t already quite aware of what I’m saying So what’s my point?

Simply this: While everyone in the industry almost instinctively knows how to speak the prospective client’s language when in a one-onone situation, the industry’s mass communications efforts often do exactly the opposite.

And that’s one of the reasons it’s so hard to get new clients, particularly new men clients.

Everyone knows who are target audience is when it comes to men. It’s the guy 25-40, generally, who makes enough money to afford our services. But are we really speaking to him in a language that he can relate to? When we start using terms like “hair systems” and “strand by strand” and “bonding”, he certainly knows what we mean: A hairpiece—exactly what he doesn’t want.

At one time, the term “hair system” and other words of that era had great mystique. But these are the terms and the language that have been around for twenty-five years. Today’s prospective client has come to associate them with the old hairpieces and hair weaves of his father’s day. And such a product is simply not relevant to him.

Make no mistake; today’s potential client also recognizes the commercials that these terms came from. They’re the commercials with the testimonials from guys who had their hair replaced. The same commercials that were made fun of by Bud Lite and Geico in commercials of their own; the same commercials made fun of by Jay Leno and David Letterman and Saturday Night Live.

Yes, today’s man knows these commercials and this language very well. And he’s having no part of it. He’s certainly not going to respond to a commercial or advertisement that uses these terms, much less buy what it’s selling.

If we do want to sell our services to this younger generation, then I maintain that it is high time that we spoke to today’s client in his language and communicate the realities of today’s improved non-surgical hair replacement product in terms that appeal to him, that speak to him, and that say something that is relevant to his needs.

But How Do We Do That?

It’s not easy. But it’s certainly possible. The key is to understand the two rules of advertising. In fact, if you commit these two very simple rules to memory, you’ll be able to evaluate and understand most any advertising you confront, whether it’s for our industry or some other.

Rule Number One The first rule of advertising is the number

By Steven DiManni

“seven”. Commit that number—seven—to memory and you already have the first rule of advertising under your belt.

What’s the significance of the number seven?

Well, that’s roughly the number of people in this country of 300 million people who do NOT believe that they have some inherent, God-given ability to critique, and yes, even create advertising.

What makes the number “seven” significant is not the fact that there are so many people who consider themselves advertising experts, but moreover, the reason why they consider themselves to be learned in the ways of advertising.

that we all are exposed to at an early age, from morning until night. We all know what types of advertising we think is stupid and irritating.

We also know what types of advertising we consider to be clever and likable.

So we have likes and dislikes, we have opinions, and we know what we think is bad and what we think is good. Knowing these things leads most people to believe that they certainly can critique advertising, and even makes some people believe that they are able to create effective advertising themselves.

This security in our knowledge and our opinions is what leads us to advertising rule number two.

The components of advertising are basically Well, everyone writing and visualization. knows how to write and how to visualize.

Everyone writes memos and letters, everyone dresses themselves in the morning, decorates their homes, and so on. So everyone indeed does have the basic, rudimentary skills that can lead to the making of advertising.

Rule Number Two Rule number two states that your opinion of an Your ad or commercial is meaningless. spouse’s opinion of an ad or commercial is also meaningless. So is your friends’ and co-workers’ opinion. Even the opinion of the person who is creating the advertising is meaningless.

But more important, advertising is something

You see, the second rule is that in advertising,

the only opinion that counts is that of the person to whom the ad is being directed.

If you see an ad that is created to appeal to girls 12-17 years of age who live in urban American and have household incomes of over $75,000, then the only opinion of the ad that is meaningful is that of 12-17 year old girls who live in cities and have household incomes over $75,000.

Further, what this particular target market, those 12-17 year old girls, say about the ad is also meaningless. Because what people say is often in conflict with what they do.

The only thing that matters is how that ad affects those 12-17 year old girls’ consumer behavior. If the ad makes them buy the particular product or service it promotes, it’s a good ad. If the ad doesn’t compel them to buy the product or service it features, it’s a bad ad.

Advertising is an Instrument of Commerce The only reason advertising exists is for commercial purposes. It is meant solely to change opinions and to influence behavior. To be crass, advertising only exists to sell something.

To that end, opinions don’t count. Harsh reality does. Will a particular commercial or print ad cause the cash register to ring? Will it cause people to call your studio for more information, specifically? If it does, it’s a good ad, no matter what anybody thinks of it. Some of the most reviled commercials (cont. on page 13)

10 The National Hair Journal Spring 2007

Speaking in one Language (cont. from pg. 8) of all time (Ring around the collar” for Wisk comes immediately to mind) were also some of the most successful in driving sales and making money for the owners or stockholders. Conversely, some of the most loved commercials of all time (Alka Seltzer’s “Speecy, Spicy Meatball” is a good example) were complete failures: they sold nothing.

In our industry, many people seem to regard the testimonial commercials that Hair Club did back in the eighties and nineties to be the “gold standard” of hair replacement advertising. Those commercials did work back in the day. Yet in the past five years or so, studios that ran commercials similar to Hair Club’s have failed miserably: The commercials produced inquiries in the $200 to $400 per lead category.

Even Hair Club has abandoned its own testimonial format that ran for over 20 years.

I believe there are two possible reasons for Hair Club to stop producing the commercial format that once brought them great success: Either the commercials are not working anymore and not making Hair Club money...or the commercials are so successful that they’re making too much money for Hair Club and Hair Club doesn’t know how to spend it all. Which do you think is more likely the case?

Advertising that Speaks the Wrong Language So now that we’ve established that opinion doesn’t count and that only sales do, and therefore, that the only person the advertising has to speak to is the person to whom it is directed, how do we find out what appeals to the person we’re targeting?

Well, the worst thing to do is to ask your present clients. Because in most business-

es and the hair business is certainly one of them, the thoughts of people who are already converts to your product or service is vastly different from people who are only prospects.

tive consumer. This is what top-flight advertising copywriters do every day. But they don’t rely on instinct or gut feel or intuition to tell them what to write and say.

Instead, they use empirical evidence.

A man who has had his hair replaced for several years will have vastly different opinions and expectations about hair replacement than he did when he first contacted your studio. He’s no longer the prospective client who knows nothing about hair replacement. So it makes it very difficult for the current client to speak about the prospective client, even though he was once one himself.

Focus groups consisting of the target audience can reveal much information when they are conducted by skilled moderators and interpolated by experienced account planners. But since proprietary research is expensive, smaller advertisers can access other means to consider what message is appropriate.

If we currently have no relationship with the man we’re targeting, how do we know what will appeal to him?

One good way to find out is to by discovering what doesn’t appeal to our prospective client. Traditional testimonial commercials appear to have little appeal; we know that by anecdotal evidence. Words like “hair system” are as negative as “hair weave”, that we also know. The concept of “confidence”, as in “hair replacement will make me more confident”, has lots its allure, another fact we’re well aware of.

So we pretty well know what isn’t working.

We know what words and language aren’t appealing. We know which type of concepts, such as confidence, has lost their luster. We even know that a particular format of commercials, namely testimonials, hasn’t proven to be effective lately. So we’re pretty aware of how not to speak.

And that’s at least half the battle in creating advertising that speaks the right language.

Advertising that Speaks the Right Language Once you’ve learned what not to say, how do you discover what to say? Essentially, it entails channeling the mind of the prospec-

One way is to examine and study what is going on in unrelated product categories that target the same prospective client.

Much beer advertising targets 25-40 year old men. So does deodorant advertising.

And naturally, many automobile companies direct their commercials at the same men that we covet in the hair replacement business.

What type of themes do these advertisers use in their advertising? What type of tone—irreverent and ironic, serious and earnest? What type of appeal do these advertisers employ: do they use fear or aspiration or rationality or something else?

If you choose, you can forget about advertising altogether and study the type of television shows that are popular with men in our target audience. Go to the websites that they most often visit, listen to the radio stations that are most popular among them. Is there anything in the content of these entertainment venues that gives you a clue as to what they might find appealing?

Ultimately, It Comes Down to our Product It’s not enough just to know what today’s younger man finds appealing. What it takes it to be able to translate that appeal to the presentation of our product.

The hair grafts that we offer today are far different from the “hair systems” that we sold a decade ago. What can we say that communicates this difference in a believable manner? What can we say about today’s hair replacement product that convinces our prospective client that it is relevant to him? What words can we use that speak about our product in the prospective client’s language? And beyond the words themselves, what imagery and themes can we use as a vehicle to deliver those words effectively?

Risk Takers Wanted Whatever the actual words and themes and imagery may be, one thing is sure. They will be vastly different from the way the hair industry is used to communicating with prospective new clients.

It could be said that the real challenge is not just finding the right language to speak in, but also in finding studio owners courageous enough to depart from the old ways and invest money in a completely new type of communications paradigm.

Learning to speak a new language is never easy. In fact, it can be downright scary.

But for those not only willing to accept change, but also to embrace it, the rewards can be immeasurable.

Steven DiManni has worked at some of Madison Avenue’s top advertising agencies for 26 years, rising from junior copywriter to Senior Vice President/Creative Director in his current position. For 25 of those years, Steven has also produced advertising for the hair replacement industry. A long-time consultant for On Rite, Steven has amassed a slew of creative awards, including Clios, Andys, Effies and Echoes.

In addition, he is a board member of the prestigious John Caples International Awards and a frequent guest speaker at industry functions.

12 The National Hair Journal Spring 2007

TECHNOLOGY TODAY To Measure, or Not to Measure, No Longer the Question!

San Diego, ISHRS Scientific Meeting 11/06.

Bernard Cohen M.D. presented The Digital Trichometer, a new hair measuring device which he developed, to conference attendees in San Diego. Dr. Cohen is certified by the American Board of Dermatology and the American Board of Hair Restoration Surgery. A graduate of Columbia University College of Physicians and Surgeons, he is an active member of the teaching faculty at the University of Miami Department of Dermatology & Cutaneous Surgery. Cohen often appears on CBS Channel 4 as a TV medical correspondent, and listed in the directory of “Best Doctors in America” for the past 10 years. His private practice is limited to hair loss evaluation and hair transplant surgery. Recently I interviewed Dr Cohen at his office in trendy Coral Gables, Florida, where he showed me the Trichometer and demonstrated its remarkable possibilities as

Early Digital Trichometer

number of hairs (density of hairs) and their diameters as well. I grasped this concept better when I related it to a forest of healthy trees becoming thin and stunted, over time no trees had fallen but now the floor of the forest could be seen from the air. Someone buying the lumber would get the same number of trees but decreased timber sales.

Bernard Cohen feels his technology will forever change how we think and feel about hair loss.

“We all know our blood pressure numbers, weight and cholesterol. Now we will be able to talk about hair in the same medical context – any region of the scalp can be scored with a value of 1-100”. This value, called the Trichometric Index (TI), represents the square millimeters of hair per square centimeter of scalp x 100. The normal range is 75 (for fine

The bundle is compressed & compacted a hair measuring device, for use by physicians and possibly other hair professionals.

Dr Cohen explained to me the frustration he’d felt being unable to prove the efficacy of treatments for his patients losing their hair. He knew the drugs he was prescribing, Propecia and Rogaine, were helping his patients, but as a physician he needed a scientific method of documenting the improvement in hard data terminology. “Hair loss is like any other medical problem…if it can’t be measured, it can’t be managed,” says Cohen. After two years of research and eight design prototypes later, he was granted a US patent for this electronic medical device.

Delving deeper into this story, Cohen told me that when a man or woman is balding, full sized hairs are not falling out. With each four year growth cycle, the diameter of the hair gets smaller and smaller, which of course means more and more of the scalp, can be seen.

The cross sectional area Eventually the hairs become so small, they vanish. This is often referred to as miniaturization. So simply counting the hairs per centimeter, he says, makes no sense. A full-sized hair and a reduced-diameter hair, still count as one hair. This is the problem he faced. In order to address this, Cohen developed a device which simultaneously measures the

hair) to 100+ (for coarse hair) as hair comes and goes, thickens or thins; the TI will change, and will be different on various areas of the scalp.

If this technology can be carried out by trained technician in five minutes, it could be integrated into medical practices and salons alike. This technology might identify hair growth scams, or track and trend the real growth associated with FDA approved drugs, or even perhaps laser light therapy. Dr Cohen says “women who lose their hair after delivery can be measured every few months to determine if the shedding has stabilized or recovery begun”. Hair loss will be placed more in the context of a science rather than a cosmetic disorder and the hair loss industry will take a giant step in the right direction and all its activities taken seriously.

How does this device work? I tried it at Dr Cohen’s office and it is very simple to understand. Very briefly, hair from a 2 x 2 cm area of scalp is isolated and drawn into the hair measuring device. This bundle of hair is compressed with a “standardized load” (scientific-speak for the same for any sized bundle) and its cross section measured and displayed on an LED screen.

As you will see from the photographs, the integrity of the hair remains intact, it doesn’t matter what style or length hair the client has, and no hair is cut off or sent to a lab. Early balding can be detected years in advance, hair transplant donor areas can be evaluated and hair management treatments tracked effectively.

Inexpensive and scientifically reproducible data is now available non-invasively, with minimal training costs or equipment needs. Dr Cohen tells me this device caused quite a stir when he presented it; I was there and I found it simple to understand and see the possibilities. All that remains now is to see what the commercial future hold for this device.

For more information on this device, please contact Dr Bernard Cohen, Office Phone (305) 476 9544 or Email bcmd@mac.com

14 The National Hair Journal Spring 2007

The National Hair Journal PROMOTING

Medical Section

COOPERATION BETWEEN THE ARTISTRY OF HAIR REPLACEMENT AND THE SCIENCE OF HAIR RESTORATION

Hair Could Let Patients Be Own Stem Cell Donors Milwaukee, WI. 01/07 - The potential of stem cells found in hair follicles continue to grow. A team from the Medical College of Wisconsin in Milwaukee has applied for a patent on their work to isolate, grow and identify a new and readily-available type of adult stem cell that is found in the bulge of hair follicles, and appears to have a potential for diversification similar to that of embryonic stem cells.

According to lead researcher, Maya Sieber-Blum, PhD, professor of cell biology, neurobiology & anatomy in a Medical College of Wisconsin press release, epidermal neural crest stem cells are found in the bulge of hair follicles and have characteristics that combine some advantages of embryonic and adult stem cells. Similar to

embryonic stem cells, they have a high degree of plasticity, can be isolated at high levels of purity, and can be expanded in culture. Similar to other types of adult stem cells, they are readily accessible through a minimally invasive procedure and could lead to using a patient’s own hair as a source for therapy without the controversy or medical issues of embryonic stem cells.

“We see the potential for cell replacement therapy in which patients can be their own donors, which would avoid ethical issues and reduce the possibility of tissue incompatibility,” says Dr. Sieber-Blum.

New Anti-DHT Agents Added to Revivogen Formulation Los Angeles, 02/07 - Advanced Skin and Hair, Inc. has added two new Anti-DHT

ingredients to its Revivogen hair loss formulation. According to a study published in Biochemistry and Pharmacology Journal, among multiple natural ingredients that have the potential for inhibition of 5-alpha-reductase activity, Octyl Gallate and Dodecyl Gallate have the greatest inhibition of 5-alpha-reductase activity in both cell-free and whole cell assays in vitro. The significance of this finding is that not only Octyl Gallate and Dodecyl Gallate inhibit both forms of 5alpha-reductase enzyme (type I and type II), but more importantly they can penetrate the cell membrane and inhibit the enzyme while the cells are in culture.

Since 95% of DHT is produced inside the cell the ability of these ingredients to enter intact living cells is vital for effective inhibition of 5-alpha-reductase enzyme and reducing DHT production.

After further investigation, Octyl Gallate and Dodecyl Gallate were proven to be safe, effective and able to enhance the

results of Revivogen. Revivogen is the only product that contains these natural AntiDHT ingredients in addition to other ingredients proven to block the androgen receptor and stimulate the hair follicle’s growth.

Revivogen is formulated by Board Certified Dermatologist, Alex Khadavi, MD, who also developed Clearogen for the treatment of hormonal acne.

Cosmetic Surgery and Anti-Aging Update Beverly Hills, CA. 01/07 - We know “Baby Boomers” are making anti-aging big business. They have the money, good health and vitality, now they are even more determined to look as good as they feel. A whole industry has evolved to satisfy these needs. Each year, an invitation-only event showcases innovators and new products in the fields of cosmetic surgery, dentistry, hair restoration, holistic medicine and more. The National Hair Journal attended the annual Cosmetic Surgery & Anti-Aging Update which featured radically new surgical techniques, cosmetic products and solutions.

Not for the faint of heart or squeamish, we had in-the-mouth views of dental procedures to replace unhealthy and yellowed crooked teeth with the pristine gleaming white dentition so very suitable for movie close-ups. We had intimate views of the new and vastly improved methods of breast augmentation, soon to be offered nationwide. We are all becoming more familiar with the “Extreme Makeover” type of technology; due in part to the hugely successful TV shows, but even this technology re-invents itself constantly.

This media-only event gives those in specialty areas the opportunity to explain their cutting edge, anti-aging solutions and let us feel and touch the innovations about which we’ll be reporting in 2007!

This is a prestigious annual event, and it was held this year at the Regent Beverly Wilshire Hotel, Beverly Hills, CA. Among the presenters were our good friends Amy Gibson and Dr Ken Washenik, who are already well known to National Hair Journal readers. Amy Gibson also owns her own company, Crown and Glory Enterprises, a consulting firm that services those in need of guidance or support dealing with hair loss, which is based on her own experiences. Amy spoke to the group with raw emotion, straight from her heart, telling the story of her own hair loss; there was not a dry eye left in the room. Ms. Gibson’s contribution to easing the pain of women’s hair loss is the Amy’s Presence Coral Collection, line of wigs.

Are we any closer to the perfect hair loss solution? Will it be possible to inject our own hair follicles, newly grown outside the body in a dish, back onto our own scalps?

NHJ readers will recognize Dr. Washenik as the top US researcher on this subject.

Ken Washenik, M.D., Ph.D., is the Medical Director of Bosley and the Executive Vice President of Scientific and Medical Development of the Aderans Research Institute, a biotechnology firm involved in researching tissue engineered hair follicle neogenesis and cellular based hair restoration. The former director of the Dermatopharmacology Unit at the New York University School of Medicine, Dr Washenik continues to serve as a clinical investigator and faculty member in the Department of Dermatology.

I never knew that!

15 The National Hair Journal Spring 2007

Dr Washenik, is a well known national and international lecturer, has presented many seminars on dermatopharmacology and dermatology-related issues. His PhD is in Cell Biology and focused on hormone metabolism. He frequently lectures on the effects of hormones on the skin including their effects on hair loss and growth. Dr. Washenik’s most endearing skill however is to make complex research and technology understandable even to the layman. It was fascinating to hear his update on what’s new in the world of hair restoration, and even understand it too!

While it appears we are still at least a couple of years or more from growing our own hair, this may still be the most anticipated break though yet in the history and treatment of hair loss.

The Chief Operating Officer of Tyrell, Inc, Robert Conrad, demonstrated the Zeno™, a cute cigarette lighter shaped device, and the first FDA-cleared device of its kind to make blemishes or pimples disappear. The Zeno uses a fundamental principal of medicine – heat to treat bacteria. The proprietary ClearPoint® technology is imbedded in a replaceable treatment tip that heats up to 118.5° F for two-and-a-half minutes and is applied directly to an individual acne pimple. This application generates a heat shock response in the P. acnes bacteria, the form which causes most acne outbreaks, thereby killing the bacteria and clearing the affected area. In an FDA-reviewed clinical trial, 90 percent of pimples treated demonstrated improvement or resolution within 24 hours.

CLASSIFIED HAIR REPLACEMENT Business for SALE. Please see details on my website: www.triplecrown.com.

FOR SALE: Hair Replacement Center in fast-growing SW Florida. Program hair, medical, wigs, full service hair care. Estab.

25years+ in area. 4,000sq.ft. building includes three deluxe apartments. Owner retiring. Inquire at vallalee@comcast.net

THE BEST HAIR REPLACEMENT COMPANY IN THE WORLD IS SEEKING … THE BEST EMPLOYEE IN THE WORLD Farrell Hair Replacement is seeking a full time God, Goddess or Guru to join our team to assist with our expansion throughout the US, India, Europe, Asia and beyond. This is a globetrotter position, so the ideal candidate must love and be willing to travel.

The ideal candidate should have experience as a stylist, a hair replacement salon manager, a salon owner or a successful business-builder and should be creative, confident, detail oriented, able to multi-task and have excellent computer skills. Outstanding communication and customer service skills are a must.

Candidates must be enthusiastic and willing to learn how to run our business at every level and should have sales experience in a quota/goal/commission-based business environment and be able to thrive in a fast-paced work setting.

This is not your ordinary gig and we will only settle for the most talented individual. There is excellent potential for a six-figure income.

Honesty, integrity and compassion for hair loss sufferers is the foundation of Farrell Hair Replacement’s team. We’re looking for an individual who is going to care about our business as if it were your own.

Please send us your resume in MS Word form and include a list of personal and business references. In your cover letter, explain why you believe yourself to be a perfect fit for the best hair replacement company in the world.

Send resume to employ@farrellhair.com. No phone calls.

Literary Competition J.K. Rowling, author or the Harry Potter series is a multi-millionaire! She has no difficult clients, no salon hours to keep and no oxidized hair to keep her awake at night.

If you’re ready to make a career change think and being an author is the way to go, we offer the following book titles to get your creative juices flowing: • The Follicles of Narnia • The Lion the Swatch and the Wardrobe • Lord of the Color Rings • Goldilocks (Medium Ash Blondilocks??)

• I’m Not Only the President; I’m Also a Jedi Knight!

• The SpaVinci Code Want to help other budding writers? Send your suggestions to The National Hair Journal and we’ll be sure to pass them on.

Good-Bye Emu Oil; Hello Honey and Cinnamon!

Lahore, Pakistan. 02/07 - Just when you were ready to spring for the emu oil, the Daily Times Monitor of Pakistan reports that a mixture of honey and cinnamon cures many diseases, including hair loss. Thinning hair victims are advised to “Apply a paste of hot olive oil, one tablespoon of honey, one teaspoon of cinnamon powder before a bath and keep it for approximately 15 minutes, and then wash the hair.” Researchers found it was “very effective if kept for 5 minutes.

Other diseases susceptible to honey and cinnamon therapy include arthritis; toothache: high cholesterol; stomach upset; heart diseases; pimples; influenza; weight loss; cancer;; indigestion and infertility. The Daily Times adds that “Yunani and Ayurvedic have been using honey for years in medicine to strengthen the semen of men. If impotent men regularly take two tablespoons of honey before sleeping, their problem will be solved.”

Tourist Stumbles on Ancient Indian Remedy “Everything about me has changed. I feel good, I look good and believe it or not, I even walk different.”

Jai Bains, owner of www.RestorationHair.com is sharing his herbal discovery with men and women with hair loss… for the low price of only $37.95! His on-line website assures visitors that “the herbs used in this product have been documented to have hair re-growth properties in medical journals and herb encyclopedia.” Here are some of the ingredients: Hydrocotyle asiatica extract: Helps promote hair growth Eclipta Alba extract: Hair darkening herb, traditionally used to stop hair loss & stimulate hair growth. It contains astringent & stimulating components Cyprus scariosus extract: Stimulates hair growth Chefulic Myroflan extract: Stimulant & astringent Herb Urtica dioca extract: is a haemostatic; also is an excellent

hair stimulant. It stimulates the circulation of the capillary vessels of the scalp and increases the supply of nutrient materials to the epidermis layer thereby improving the hair growth. This also has good anti-dandruff properties Allium cepa extract: Is a hair stimulating herb, good antidandruff properties Nardostachys Jatamansi extract: The rhizome is reported to promote hair growth and imparts color to hair. This herb is also an anti- itching agent Hibiscus rosa-sinensis extract: Good emollient & anti itch.

Does it work?

Jai Bains anticipated your question and has published a “Clinical Report.” Here are some highlights: Male Patients - The results of 8 month clinical observation on 5436 hair loss patients (mostly Male between 24 - 52) showed the hair re-growth rate was 86.8% and the total effective rate was 97.4%. Hair re-growth occurred after 14 days use for some patients. The results showed the hair shaft thickening rate was 88.7%, the rate of control hair loss was 85.2%, the rate of relieving itch was 93.1% and the rate of removal of dandruff was 97.3%.

Female Patients - The results of 8 month clinical observation on 3221 hair loss patients (mostly Female between 29 - 68) showed the hair re-growth rate was 88.7% and the total effective rate was 98.1%. Hair re-growth happened after 12 days use for some patients. The results showed the hair shaft thickening rate was 92.7%, the rate of control hair loss was 89.2%, the rate of relieving itch was 91.1% and the rate of removal of dandruff was 96.3%.

Placebo Control: There was double-blind, randomized, placebo-controlled studies during the duration of the clinical tests.

Still skeptical? There’s nothing like a personal recommendation; so let’s finish in Jai’s own words, “Everything about me has changed. I feel good, I look good and believe it or not, I even walk different.”

17 The National Hair Journal Spring 2007 Hello from your Society Coordinator - I know I have spoken to most of you over the phone but I briefly wanted to introduce myself. My name is Heather Simon and as your Society Support Coordinator, I am looking Heather Simon forward to meeting you our conferences and workshops. We have a lot going on this year. As you know, The Society is hosting the first Laser Expo that will take place in San Diego on April 22nd and 23rd.

Many of you have already signed up for this great event. This is going to be an expo that will definitely shed more light (couldn’t resist that!) on low level laser light therapy and give you a chance to meet some of the top people in the field. Those of who have registered will have already received your sign-up packet along with the workshop agenda. For anyone waiting till the last minute; don’t! Space is tight and although we are giving priority to Society members, there are going to be disappointments. We don’t want you to be one of them. To get started, visit the laser registration site at www.nhsocietyevents.com to view detailed information about the event or call me directly at 951-571-3209.

Hair Society News Society Renewals - I would like to thank all the Society members who have renewed so far this year. I appreciate your dedicated membership. The Society is growing and your support and dedication is what keeps the Society strong. The Refer-a-Friend program is a great way to get more people involved in the Society.

Edmarie Masters, retail member and owner of Masters Touch, HRS, has referred several new members and they are already benefiting from the connection. Dawn Harrison, wholesale member and owner of Invisible Hair, referred three people in December and already has a local laser associate to coop-market with. You can see that referring people is a great way to grow the Society and develop new business connections. Any Society support material you need, please let me know and I’ll get that information out right away.

Not yet a Society Member? - Still sitting on the sidelines? Want to know what the Society

Say Hello to Our Latest Retail Society Members

can do for you? If you read the Journal and are not yet a Society member, I invite you to contact me so I can send you more information about joining this unique group of hair-management specialists and refer you to a member who can share his or her Society experiences with you… when in doubt, get a referral! The Society provides networking services to build your business, discounts from manufacturers and service providers, and special events, education and training support. The Society also wants to pass on your news in its monthly bulletins. For more information, please e-mail me at hsimon@nationalhairjournal.com or I can be reached directly at 951-571-3209.

Wanted: Faces for Face-to-Face Networking – Send in your photos and notes from events and workshops hosted by you or other Society members. We want to share your news and get as many Society members as possible networked and supporting each other. I want to

New Members Not Pictured - Louise Misagal, Lew Hutchinson, Winsome Newsome, Gwen Geeters and Tammy Faris, David Brochey.

We will publish their pictures as soon as we receive them.

Recently Submitted Photos by Members

Sandra Dean

Rose Mobley

Lester and Jan Propes

David Richey

Carole Lyden Smith

Dennis Percorella

Come Together at The Invisible Hair Studio in Order To Discuss And Demonstrate Their Hair Systems In Order To Help Women Suffering From Hair Loss.

The Three-quarter Invisible Hair Integration was the second product that Dawn demonstrated. This hair system is used on a client who has 25-75 percent noticeable hair loss. Debra her second client, had noticeable hair loss in the front area of her scalp, though her hair remained full in the back and two applications of grafting were needed. The Three-quarter Invisible Hair System is an all skin, stretchable cap with elongated openings that make it easy for a client to draw her hair through. It also features an “Invisible” front lace hairline that allows the wearer to brush her hair straight back. One “grafting” allows the client 5-10 weeks of secure wear and one integration can be worn 4-5 wearings. It is recommended that clients purchase two integrations and alternate them throughout a one year period. To learn more about Dawn’s hair systems, please visit the Invisible Hair website at www.invisiblehair.com.

When applying the hair system, Dawn makes sure the client’s hair is absolutely clean. She has developed certain techniques with her hands and arms to make sure that everything fits right into place.

She uses wooden popsicle sticks to obtain more precise bonding to the scalp. They have a straight edge and make it easier to apply the adhesive. Applying the invisible Hair extension takes about an hour. One invisible hair extension can be worn 3 wearings for 5-10

Hair & Compounds Hair Analysis with Society Members

I would like to get a photo of everyone in the Society so I can start publishing the directory with everyone’s picture. If you get a chance, please e-mail me your photo at hsimon@nationalhairjournal.com. I would really appreciate it. Thank you. weeks at a time. The hair is 100 percent Remi finest quality human hair. Deven’s hair looked fabulous at the end of the demonstration.

Her hair had more volume and she was able to just walk out with a gorgeous set of hair.

The Invisible Hair Extension is a man-made layer of ‘skin,’ with one smooth side for attaching to client’s scalp and the other side having one-hair-at-a-time secured to the skin to imitate naturally growing hair. It can be attached anywhere on the head, allowing the stylist to design a custom application. One extension is enough for a full head of extensions on baby fine or fine hair. Hair can be brushed in any direction and can re-used. It is the only extension that can be attached directly to the scalp for a seamless application.

Thank you for giving me the opportunity to be your Society Support Coordinator. I look forward to meeting more of you throughout the year at the upcoming shows, etc. I will get to meet many of you at our Laser Expo in San Diego, CA. Enjoy the next couple of months and look forward to new updates and information in the summer edition of The National Hair Journal.

Julia Meese

Top Women’s Hairloss Experts Pool Expertise

San Marcos, CA. 12/06 – Elline Surianello, from Lemetric Hair Centers, Inc in New York and Dawn Harrison, owner of The Invisible Hair System in San Marcos, CA invited a group of hair replacement specialists to discuss new ways to deliver superior results to women with hair loss.

Both Dawn and Elline are successful business owners and recently joined the Society. They share a common passion for quality and wanted to pool their expertise to bring the best techniques, hair designs, and attachment technology to the women’s hair market.

Dawn gave two great client demonstrations, showcasing The Invisible Extension hair system. Clients must have healthy fine or baby fine hair to apply the invisible hair extension. This product is not recommended for clients with noticeable hair loss. Her first client just wanted to add more volume and length to her hair.

Society Newsletter - I want to be consistent in getting out the monthly newsletters to all of you. If you have something that you want other’s to know about, please contact me and submit the information to me via e-mail at hsimon@nationalhairjournal.com or contact me directly at 951-571-3209. I recently featured Janet Miller from Hair Replacement by Janet and Pearl-Bailey Anderson from LaPearl Beauty Emporium in the recent newsletters. I want everyone to get a chance to get exposure.

That is what the Society can do for you.

Isaac Brakha, owner of Hair & Compounds hosted a special seminar on measuring the quality of hair using his technical machines to determine the best human hair for extensions and hair replacement systems. His company uses Wanda Patterson

Rene Meier

attend as many of your events as possible and take pictures and do write-ups so other people know about them. I’ve included two write-ups of events that I attended in December 2006.

There were several Society members who attended the event.

Loretta Paulas and Jaynel came all the way from Hair Replacement Designers, Inc. in Park City, UT, Bridget Winton, from Bridget’s Essence of Beauty in San Diego, CA. Rose Mobley from the Orange Avenue Beauty Salon in Coronado, CA and Sandra Dean from Soshin Studio, in Santa Monica, CA, attended the event as well and signed up as new Society members.

Ending the seminar on a high note, Elline Surianello told guests about Lemetric and how she became involved in the women’s hair loss industry. All LeMetric hair products are designed and manufactured right here in the United States under Elline’s personal supervision. She is a client herself and is proud to wear her own hair systems. To learn more about Lemetric, please visit the website at www.lemetric.com.

sophisticated equipment to analyze moisture content, strength, elasticity and other vital hair measurements. Human hair needs about 10.5 percent moisture in the hair to be healthy. Isaac went on to explain how to care and treat the hair.

He stated there are a lot of gimmicks in the hair care industry that really do not perform as the sales literature states.

The National Hair Society was well represented at the seminar. Isaac Brakha and Dawn Harrison are both Society members and wanted to bring more awareness to other members about ways to scientifically measure the quality

human hair and how to treat it once it has been purchased and shipped to your location. Isaac told listeners that all hair is ionic. Conditioner will reduce friction between 2 strands of hair and counteract the negative charge.

Other Society members that attended the event included; Wanda Patterson, from Los Angeles, CA, Edmarie Masters from

Masters Touch, HRS in Inglewood, CA, Sandra Dean from Soshin Studio in Santa Monica, CA, Louie Misagal and his assistant Eddie from Hair is Power, in San Diego, CA

SALON OF THE YEAR

18 The National Hair Journal Spring 2007

Congratulations Transitions of Indiana Salon of the Year 2007

E

very year,The National Hair Journal invites manufacturers, distributors and readers to nominate their candidates for Salon of the Year.We are looking for architectural and design excellence, the use of modern styling and marketing techniques, and a commitment to giving back to the community and helping others. This year, we are proud to present Transitions of Indiana, a full-service hair center that is blazing a new trail in hair-management. Everything about this facility is professional. The décor, the technology and most of all the commitment to client satisfaction. This is a business that puts existing clients ahead of new business. If they are not making their current clients happy, they do not believe they should be soliciting new business.

Landmark Location - Transitions of Indiana is located in a landmark building called the Pyramids Complex.

The unique location forms part of the branding of Transitions of Indiana.

First Impressions - When you step off the elevator on the ninth floor, it is immediately apparent that you are in a very special place. The entry plate glass doors have been sandblasted and etched with the company logo.

Medical clients have their own entrance, non-surgical hair replacement clients are divided into first-time visitors and existing clients. Each of them gets their own private waiting room. What dazzles the first time visitor is the

Treatment Rooms - Transitions has two treatment rooms, if you include the laser hair therapy facility. The relaxed color scheme continues in these rooms with natural wood and a subdued, reddish-burgundy accent. The company employs a full-time technician to manage their growing laser light program. sophistication of the muted, natural colors and the harmony it creates together with the furniture, artwork, accessories and decor all form part of a carefully designed decor that extends right across the ninth floor, including the operating rooms and executive offices. Not surprisingly, Transitions hired a top-end interior design company and a professional lighting consultant to create this special ambiance.

Technology - Although the atmosphere is relaxing and evocative of a day spa, it is also apparent that this is a high-tech environment. In all the public rooms there are large flat screen monitors, all displaying different images. Unlike most other hair-management salons, there are no “before and after” pictures on the walls, or indeed on display anywhere. As a result, you do not feel that anyone here is going to try and sell you anything against your better judgment. Rather, it is a welcoming environment that encourages you to talk about your hairloss in the knowledge that you are among professionals who are thoughtful, low key and sincere about the advice they will be giving you.

New Client Waiting Room - When a potential client comes in, special preconsultation videos are displayed on a large flat screen monitor on the far wall.

A local news station recently ran a special feature on Transitions and potential clients are invited to view this while they are filling out the forms with their personal information. The mood in the waiting room is relaxing and intimate as classical music or soft jazz is playing in the background. The receptionist’s desk is carefully designed so that the staff can attend to existing and new clients without either party being able to see the other. On a normal business day, there are four staff members working in reception.

Consultation Area - Transitions has a special pre-consultation check-in process. After the client has completed his or her paperwork, and perhaps seen some of the informational videos on the LCD screen, they are escorted back to a consultation rooms. Transition uses a software program called Dermagraphics as part of their consultation. The software can import images, demonstrate what continued hair loss might mean and even project the results of a procedure. The only decoration on the walls consists of mirrors and original artwork. The outside wall is made of glass from floor to ceiling with a spectacular view of the lake below and the Indiana skyline on the horizon.

Staff - Transitions of Indiana employees 23 hair management specialists, including three full-time consultants, two full-time telemarketing specialists, four administrative staff, and a medical coordinator. There is also a qualified medical assistant and eight hair replacement technicians. The company is owned and managed by three partners, Todd Holzer, Loren Weeks and Darryn Andrews.

Business Philosophy - Over the years, Transitions has shown consistent growth. They attribute this to their policy of continually investing back into the business and taking advantage of new technology. Co-owner, Loren Weeks commented, “at any given time, I know how often a client is coming in on average and when he varies from that path. We have in place a process to contact these clients if there is any deviation from his usual routine. A lot of studios concentrate on generating new business - we believe it is more important to nurture and satisfy our existing clientele.”

Media Analysis - Another example of technology use to enhance profitability, is the built-in “campaign manager.” Other salons may have to guess the effectiveness of their advertising and media programs, but Transitions is able to assign every lead to a specific TV spot or print advertisement so media campaigns can be evaluated and changed as the results come in. On any given day, management can tell you the cost per lead, cost per sale, the percentage of consultations who actually show up, the percentage of consultations that results in sales, and even every transaction a client makes after the sale is made.

People Power - Although interior design and cutting-edge technology are important business tools, everybody in this industry knows that the key to success lies in the people who greet and support the clients. Transitions is very proud of its staff and goes to great lengths to take good care of them.

Where specialist skills are required, the company does not hesitate to reach outside to other professional groups. Transitions of Indiana is a member of the Transitions network, after which it took its name, and a member of PAI, the surgical hair restoration group created by Pierre Amelotte. In the words of one Transitions director, “When you surround yourself with successful people, success breeds success.

In recognition of their continued success, and for being an example to others, the 2006 Salon of the Year award goes to Transitions of Indiana!

19 The National Hair Journal Spring 2007

What in the heck is Cyberhair?

By Anna Stassen

Perhaps you have heard rumblings of it.

Perhaps this article is your maiden voyage into this world. Regardless, unless you have experienced Cyberhair with a few more of your five senses, your perception may be a bit skewed.

heating process, Cyberhair has taken great care to use only the most stable dyes in their raw nylon. So not only is Cyberhair available in a complex range of colors, it will remain that color from day one until three weeks past forever. No fading. Ever. No other hair replacement system can claim that.

So what, exactly, is Cyberhair? The name itself immediately conjures up images of super-technology. Of robotic creations. And suggests that it is synthetic, for sure. Well, truth be told, none of these assumptions is too far from accurate. But these assumptions also require some elaboration. Because Cyberhair is more than just another hairreplacement system.

Cyberhair is the product of years of research and development, and even more years of fine-tuning the technology required to create realistic feeling, and looking, hair fibers.

This technology, like most manufacturing processes, does involve some robotic labor.

So that assumption is right on the money as well. And since Cyberhair does not originate from a human hair follicle, it definitely is, well, synthetically created. But similar to the mainstream “synthetic” it certainly isn’t.

Take all of your preconceived notions of synthetic hair and toss them out back in the alley with the 8-track players and rotary

phones. Cyberhair is less a synthetic, and more a creation–a technologically advanced hair creation. It’s where science meets art in the happiest of matrimonies, creating a hairreplacement system that looks natural, feels natural, and lasts – no matter what tests the elements may bring.

The good news is, there is no need to wait for the future to reap the benefits of this futuristic technology. Cyberhair is available now in the United States after years of testing in Japan and Europe. And it could not have come at a better time.

Don’t you dare call it a syntethic.

Name-calling isn’t nice.

Cyberhair refuses to be grouped with synthetics, or high-temperature synthetics, simply because these synthetics are inferior products. Plain and simple. Not only do these other synthetics look unnatural–they fade, the curl relaxes, and the hair breaks.

Demand in the market drops, due to more elite options, and the already-low quality of the synthetic drops right alongside.

Cyberhair will not be considered a synthetic because synthetics have nowhere to go but down. Extinction is inevitable–and for good reason.

Introducing super-natural hair.

But, you may be asking yourself, isn’t human hair better? Isn’t it going to look and feel more natural because, quite frankly, it is more natural? It’s a logical thought. Logical, but wrong.

Cyberhair not only looks and feels remarkably like human hair; but it also is incredibly heat-resistant, durable, and colorfast–all while remaining lightweight and comfortable. It’s a hair-replacement system that experiences virtually no change due to prolonged use–which is good, because a

In order for the raw nylon to become hair, things need to get a little hot. The colored nylon pellets are melted. Bring on the heat.

And perhaps “heat” is an understatement.

Cyberhair is heated to very high temperatures.

So, unless you are planning to spend your next vacation on the surface of the sun, your Cyberhair will retain its curl no matter how hot it gets outside. So go ahead and book that twoweek trip to the equator. Cyberhair is up for it.

Just remember to bring sunscreen–your skin may not be as forgiving.

Cyberhair system has twice the life expectancy of a human hair system. Now that’s some prolonged use.

A water-lover, Cyberhair dries perfectly, returning to its original style with just a shake of a wet head. Human hair will return to, well, a now-dry version of a drenched original style. Cyberhair wins hands-down on the maintenance scale. It swims, it saunas, it gets caught in the rain with a flat tire. Zero maintenance. And when exposed to sun or heat, Cyberhair will not fade, will not lose curl, and is surprisingly lightweight and cool. Human hair is hot, heavy, will eventually grow dull and fade, become dry, brittle, and will break. Human hair will require hair-adds to the system. Cyberhair will not break down.

It’s better than natural. It’s super-natural. And with Cyberhair, unlike donation-supplied human hair, there will always be more where that came from. The same, unfortunately, cannot be said of human hair.

The hair-replacement industry is experiencing a shortage of human hair. While that may seem like a cheap pun, it isn’t intended to be.

It is a real concern. Due mainly to cultural changes in many of the countries previously supplying hair donations, the quantity, and quality, of these donations just aren’t available. There’s an old saying that goes, “If it ain’t broke, don’t fix it.” The human hair market is breaking.

Next up are crystallization, and then the cuticlization process. This is where Cyberhair jumps leaps and bounds in front of the crowd. Natural human hair reflects a healthy glow. Toss it in the sun, and it reflects light in a unique way. And before now, no other hair replacement system had been able to mimic the lustre of human hair.

Now, however, through a specialized process, Cyberhair is able to recreate the surface texture of human hair–without compromising the integrity of the fibers! It will look, feel, and blend seamlessly with your own hair. And if that’s not what everyone wants, then what is?

Through this process, Cyberhair is born.

Technologically created. A science and an art. A form that snugly follows function. An end product that’s the solution to all prior problems with hair-replacement systems.

To Cyberhair, or not to Cyberhair.

That is the question. So who’s it for?

Cyberhair is for salons that are always looking for new product and service offerings.

They know who they are.

Cyberhair is for salons that provide, or are looking to provide, hair-replacement systems–from extensions to medical wig systems, and everything in between.

ABOUT US The National Hair Journal is part of The National Hair Group, a business consortium committed to the development of the hair-management industry. The National Hair Group provides information services via The National Hair Journal, a business newspaper. The National Hair Society is an educational, marketing and networking, professional support organization. The Group also provides consumer education via National Hair Broadcasting, a weekly broadcast show.

NATIONAL HAIR JOURNAL Mission - To provide hair-management professionals from all disciplines with accurate information that will help them make better business decisions and provide superior service to their patients and clients.

Editor In Chief Christopher Webb cwebb@nationalhairjournal.com

Creative Director Avi Roth aroth@nationalhairjournal.com

Contributing Correspondents Educational & Technical Isaac Brakha James Britt Bobbi Russell James Toscano Women & Fashion Marilyn Dodds Medical Alan Bauman MD Shelly Friedman DO

NATIONAL HAIR BROADCASTING Mission - To deliver reliable, objective information to men and women who are concerned about their hair loss and want an unbiased perspective on the choices available to them.

Division Director Penny Moss pmoss@nationalhairjournal.com

Production Director Mike Ferreri mike@mfaudio.net

Sound Engineer Dan Feely dan@danfeely.com

NATIONAL HAIR SOCIETY Mission - The Hair Society was created at the request of forward-looking hair-management specialists seeking educational and marketing support to grow their business. It connects manufacturers, distributors, retail salons and medical clinics and provides an ongoing network for crossmarketing and dialogue.

Membership Director Heather Simon hsimon@nationalhairjournal.com

NE Regional Director Catherine Ingoglia

Human hair has had “some work done.”

CA Regional Director

Still skeptical of nonhuman hair? Well, look at it this way. In an age of life-like synthetics, of silicone and collagen, when sometimes it’s hard to tell what is real and what is “fake,” it’s about time the hair-replacement industry embraced the possibility of a synthetically created hair that looks, and more importantly, feels like human hair. Cyberhair has raised the bar.

Edmarie Masters

SUBSCRIPTIONS To subscribe to The National Hair Journal call 1-951-5412809 or send an Email to subscriptions@nationalhairjournal.com. You can also write to us at the address at the bottom of this column.

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Plus, how “natural” actually is the strippeddown, over-processed, skeleton of that usedto-be human hair? It’s a shadow of its former self. When compared side by side in a blind touch-test, experienced hair professionals actually prefer Cyberhair to human hair.

Don’t knock it until you’ve touched it.

Period.

But, seriously, what’s the downside?

There isn’t one.

Mommy, where does Cyberhair come from?

Cyberhair is the result of a new technology engineered by Aderans, the world’s largest manufacturer and retail supplier of hair systems. And without inundating you with technical details, here’s a little walk through the birth of Cyberhair.

Cyberhair begins with small, nylon pellets.

Available in any color imaginable, these tiny little pellets are the building blocks of many of Cyberhair’s benefits.

Cyberhair is the most colorfast product on the market because of the makeup of its raw materials. Where as some manufacturers use dyes that may become unstable during the

ADVERTISING To place an advertisement or request a Media Kit, contact us at advertising@nationalhairjournal.com or call 1-951541-2809.

Cyberhair is for salons that keep up with, or at least test-drive, new technology. After trying it, they can make an informed decision whether or not Cyberhair has a place in their salon.

Take me to your Cyberhair.

In order to be fully appreciated, Cyberhair needs to be touched. Touch it dry. Touch it wet. Watch how it dries. Now that you’ve read about it, don’t neglect the sensory experience.

A quick online search can tell you more about the technical side of Cyberhair, the range of products available, and also where Cyberhair can be found near you.

Bottom line: the only elite options for hair replacement are your own hair–and Cyberhair.

And working together, it’s a solution to hair thinning and hair loss that everyone should, at the very least, get to know.

NHJ

LEGAL NOTICE Notice: The National Hair Journal, Issue number 40 Copyright ©2007. All rights reserved.

While great care has been taken to ensure the accuracy of the information in The National Hair Journal, the publisher does not assume liability for decisions based upon it. Readers are advised to seek further independent advice. All statements, including product claims, are those of the person or persons making the statements or claims. The publisher does not adopt any such statement or claim as its own, and any such statement or claim does not necessarily reflect the opinion of the publisher. The National Hair Journal accepts no responsibility for unsolicited materials. All materials in this issue are the property of this publication and nothing shown may be reproduced in any form without obtaining the permission of the publisher and/or any other persons or company who may have copyright ownership. Requests should be addressed to: Publisher, National Hair Journal, 39252 Winchester Rd., # 107-383, Murrieta, CA 92563.

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20 The National Hair Journal Spring 2007

Virtual-Reality Glamour in Houston

Novera International’s “Spice It Up” Conference Mont Tremblant, 10/06 - “Spice it Up” was the theme for Novera International’s first annual conference at the beautiful Mont Tremblant Resort in Quebec, Canada. Novera International is headquartered in B r o s s a r d, Quebec and is one of the top distributors for On-Rite, Gemtress, Ultratress, UltraStrands and Henry Margu products in Canada.

Houston, TX. 12/06 - The Virtual-Reality group took its own special mix of imagination and energy to Houston, Texas for its 2006 Annual Symposium. Unfortunately, we had already gone to press at that time, but we do want to share some of the memories with you.

These meetings have become legendary for their farsightedness and this was no exception. The conference decor, the educators and the agenda all stressed the importance of fash-

Novera is a custom-made hair prosthesis specialist in Canada, led by company president, Sam Donofrio, aided by Suzanne Donofrio, Director of Sales and Marketing.

Participants stayed at the clock tower in Mont Tremblant, one of the best known tourist resort centers in North America.

The amazing Ultratress fashion show was one of the great moments of the conference, where exciting new hair styles were presented.

LtoR: Suzanne Donofrio, Sarah Walsh, Sabrina Cavener, Annie Donofrio, Isabelle Emond, Diane Donofrio, Sam Donofrio.

In the back, Kendall Beleshko (The National Hair Society)

The “Spice It Up” conference was attended by over 110 hair replacement professionals from all over Canada and the United States and it offered a variety of educational sessions from powerful ways to transform leads into sales to full-head bonding for women.

Carmine Gizzin, Instructor at the OnRite Academy, with Andy Wright, President of OnRite

Exhibitors and sponsors that helped make this conference a success included, OnRite, Ross Hygienists, The Canadian Cancer Society, The National Alopecia Areata Foundation, Highlights for Hope, Angel Hair for Kids, Look Good Feel Better, Hope Caps, and the Capilia Group.

Novera will host its next conference in Ontario, Canada in the Fall of this year. To learn more visit their website at www.novera.ca.

ion and flair in creating customer satisfaction and there were smiles in abundance as one presenter followed another to demonstrate tips and techniques to achieve a “Hollywood” look.

Rather than catalog the events and players, we leave it to you to visit these pictures and see for yourself what a glamorous affair this was.

Although the symposium was intended for Virtual-Reality dealers, a few nonmembers were permitted to sit in on certain events and experience for themselves the enthusiasm and expertise on stage and among the participants.

As always, Lance Centofanti, “the Energizer” was the ringmaster and what a show it was!

His best quote, overheard at breakfast, “I was so pumped up, I only went to bed at 4 a.m., and even then I had to take a sleeping tablet!”

Parent company owners, Michael and Denise Napolitano from Hair U Wear® were on hand to share in the success, and they clearly had a good time as you can see in these photos.

LtoR: Corrie Debenham, Kelly Ruberio, Jen Tierney, Helen Parent, Caralyn Tierney, enjoying the welcoming cocktail party.

If you think you can stand the place, check out the next Virtual-Reality conference in 2007!

21 The National Hair Journal Spring 2007

On Rite Super Conference 2007 Miami - On Rite’s 2007 conference was super in more than name alone, as the Super Bowlthemed gathering that took place at Miami’s Intercontinental Hotel on January 13th -15th broke records for attendance, new products, educational hours, and fun, according to On

gram called Encore; in addition, an updated version of Methode Trapeze—the women’s television program that has proved to generate a low cost per lead—was also introduced. The men’s market was well represented by Ovation Lace, On Rite’s newest men’s graft, and the

Viewing the continuous action at one of the conference’s four stages.

Attendees cram the ballroom for breakfast and socializing.

Rite President Andrew Wright. With over 400 attendees, including some of the industry’s heaviest hitters, it was one of the highest attended conferences in the history of the industry and On Rite’s largest ever.

The education at the conference was non-stop,

Keynote speaker Dr. Gilles La Pointe was entertaining & inspirational

with four separate stages offering continuous demonstrations and hands-on participation in all the technical disciplines. Some of the best technical minds and hands in the business— Sylvia Barboza, Gia Leffler, Moti Deri, Caryn Deri, Toni Love, Baha Alwardi, Chuck Alfieri,

Bob Rider, Alicia Stevens, Jill Hutchinson, Lew Hutchinson, Marty Greenblatt

Gilberto Feebles, and Carmine Gizzi—introduced new products and guided the attendees as they “did it themselves”.

On the business side, speakers such as Jay Berkowitz told owners how to optimize their websites in order to become more profitable;

Gilberto and Sylvia demonstrating techniques for women

Rob Hoffman delighted a packed house with an updated version of his popular “Confessions of a Studio Owner”; Sheila Cann-Poling delivered startling insights into medical hair replacement; Earl Burdette gave a class in leads, consultations and sales; Leo Benjamin, Jr. and Kelly Casalena spoke about how they used the Methode Trapeze marketing program to build their women’s businesses; and Toni Love addressed the challenges and rewards unique to the ethnic market.

A bevy of new products was introduced, among them the new women’s’ Moonstone and Peridot top-of-the-head grafts, the 100% European hair Renaissance women’s augmentation line, and a new women’s marketing pro-

Elan line of grafts and its supporting marketing program.

The whirlwind of scissors and words was only matched by the non-stop socializing that took place over the cocktails, meals and dancing

that accompanied the two and a half day extravaganza. Of course, not far from anyone’s mind was the drawing for a weekend trip for two to the Super Bowl, held in Miami February, 4th, 2007, which was won by Lucinda Beaty.

On Rite president Andrew Wright said it was one of the most exciting conferences in On Rite’s history. “We spent a lot of time in the past year talking to studio owners about what

they wanted in a conference”, said Wright.

“They all seemed to agree that they liked a lot of things going on, non-stop action; they also liked hands-on training, the more the better. So we decided to go to a four-stage format and have constant demonstrations in action all the time. The best part of all was the many attendees who came up to me and said that they couldn’t wait until next year’s conference.

Well, to tell you the truth, neither can I.” NHJ

22 The National Hair Journal Spring 2007

One lucky listener received a surprise Dr. Sword told HairlossNewsmakers that KOST 103.5 FM ran a contest for a free

LISTEN UP THE PUBLIC’S MOST TRUSTWORTHY INFORMATION SOURCE

Their Kingdom for a Sword!

Dr. Sword - keeping the mood upbeat

KOST FM Broadcasts Hair Surgery… Live Randy Sword explains how hair follicles grow

Torrance, California, 1/19/07 - “The Mark & Kim Morning Show” on KOST 103.5 FM, invited listeners to be part of a hair transplant procedure; live, just as

Mark Wallengren chats with the patient Rodrigo Hernandez as Dr. Sword looks on.

"The Mark & Kim Morning Show" hosts & Dr. Sword broadcast live on KOST 103.5

it happened! Fans of this popular show listened in as Dr. Sword and his medical team put on their medical gowns and

hair transplant procedure during “ The Mark & Kim Morning Show.”

Mark Wallengren and Kim Amidon are the longest running morning broadcast team in Los Angeles, and were billed the first-ever male/female equally co-hosted

"En Garde" - Dr. Sword! went to work. interacted with fans and listeners as he Bright and early, the morning of January explained the surgical high 19th, 2007, a member of the “The Mark & Kim Morning Show” team joined Dr lights. The atmosphere was casual, Sword at his Torrance, California prac- informative and fun. The show host’s tice for his own, personal hair transplant signature, irreverent style made the procedure. Rodrigo Hernandez is a well transplanprocedure seem like more like known radio personality and the produc- entertainment, than surgery. er of the Morning Show. The show is famous for its fans that follow it on loca- Of course, HairlossNewsmakers show tion to meet with the hosts and this host, Penny Moss, and the National Hair morning was no exception. Rodrigo Journal, were present to cover the event. chatted with fans before, during and Watch out for taped segments of this after the procedure and even Dr. Sword “The Mark & Kim Morning Show” at entered into the spirit of the moment and www.HairlossNewsmakers.com

HairlossNewsmakers host, Penny Moss, with Mark & Kim, broadcasting from Torrance, CA.

radio show back in the 1980s. They continue to make history every morning with their hugely popular talk show.

Dr. Sword is one of few physicians in the country to be named a Diplomate of the American Board of Hair Restoration Surgery, and has transplanted over 50 million grafts during 27, 000 surgical procedures. Learn more about Dr Randall Sword by visiting his web site at www.SwordMedical.com

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